Inside the Magic and Math of Digital Marketing | Inside Fashion

The Business of Fashion Podcast

The Business of Fashion

Fashion & Beauty, Business, Arts

4.6 • 770 Ratings

🗓️ 11 May 2018

⏱️ 40 minutes

🔗️ Recording | iTunes | RSS

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Summary

Having started his career aged 19 as an intern at Paper, Drew Elliott has established himself as an authority on creating content that connects with global audiences as co-owner and chief creative officer of Paper Communications. The magazine’s #BreakTheInternet Jean-Paul Goude cover of Kim Kardashian, which Elliott created and commissioned, drove 16 million people to the Paper website in just two days and made up 1 percent of all Google traffic in the United States. In his Digital Marketing course for BoF, he reveals the secret on how to make your video content go viral.

In the latest episode of Inside Fashion, Drew Elliott talks to Imran Amed about his Digital Marketing course with BoF, including the key lessons learnt from the course and his secret formula of “magic and math,” discusses what people should know about the changes in marketing after the digital revolution, and gives advice to young creatives wanting to make it in the industry.

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Transcript

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0:00.0	The thing I love about the phrase of break the internet is it's a false bar.
0:07.0	So it's a bar that cannot actually be attained. The internet is unbreakable.
0:11.0	But is it just as simple as finding someone as famous and as followed as Kim Kardashian
0:18.0	and creating kind of provocative imagery.
0:21.6	There's more to it than that, isn't there?
0:23.6	You didn't see the strategy.
0:25.6	You saw the entertainment.
0:26.6	It's a new frontier, and we are the new pioneers,
0:30.6	and all it is is the wild west of opportunity.
0:35.6	Hi, this is Imran Ahmed, founder and CEO of the Business of Fashion, and on today's episode
0:40.3	of Inside Fashion, I am joined by our latest course tutor for BOF education, Drew Elliott
0:47.3	from Paper.
0:48.3	Drew first began his career at Paper Communications and has seen him transition from intern all the way up to co-owner
0:55.6	and creative director of the renowned New York Publishing and Marketing Company. He is perhaps
1:00.6	best known for his ability to break the internet. First, with a cover concept featuring
1:06.7	Kim Kardashian shot by Jean-Paul Goud, which drove over 16 million users to
1:12.2	papers online channels. Today, he is increasingly the man the fashion
1:16.9	industry looks to for inspiration and innovation in digital marketing. So when
1:21.0	we were thinking about who should teach our new course on digital marketing,
1:24.9	Drew was the obvious choice. The course covers how to be successful
1:29.4	in all things digital, and there is something for everyone, whether you need a simple digital
1:34.7	dust off or just starting out in your career in marketing. To find out more about this course
	...

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