default-output-block.skip-main
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

The BoF Podcast: Inside the Magic and Math of Digital Marketing

In the latest episode of Inside Fashion, Paper magazine’s Drew Elliott talks to Imran Amed about breaking the internet and the ‘magic and math’ formula for digital marketing explained in depth in his online education course for BoF.
Drew Elliott | Source: Courtesy
The author has shared a Podcast.You will need to accept and consent to the use of cookies and similar technologies by our third-party partners (including: YouTube, Instagram or Twitter), in order to view embedded content in this article and others you may visit in future.

As co-owner and chief creative officer of PAPER Communications, Drew Elliott has established himself as an authority on creating content that connects with global audiences. PAPER’s 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 and “Break The Internet.”

“The thing that I love about the phrase ‘Break the Internet’ is that it’s a false bar, it’s a bar that cannot actually be attained,” Drew Elliott tells Imran Amed. “The Internet is unbreakable!”

While other publications “put everything out on the table and you can almost see their marketing structure inside,” at PAPER, Elliott likes to keep those things behind the scenes, showing only the creative side of an editorial, cover or video. As chief creative officer of PAPER, Elliott was also tasked with modernising the publication — “a tension of counterculture and pop culture,” as he calls it — now at a new stage of development following a significant investment announced late last year.

“Media is versatile, and entertainment is versatile, and you can create whatever you want with these ingredients,” says Elliott of his unique marketing strategy, which he reveals in the new course.

In the latest episode of Inside Fashion, Drew Elliott talks to Imran Amed about his BoF Digital Marketing course, including the key lessons learnt 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.

To subscribe to the BoF Podcast please follow this link.

Subscribe to BoF Professional for unlimited access to BoF articles, plus exclusive benefits for members.

To contact The Business of Fashion with comments, questions, or speaker ideas please e-mail podcasts@businessoffashion.com.

© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from News & Analysis
Fashion News, Analysis and Business Intelligence from the leading digital authority on the global fashion industry.




view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
BoF Professional - How to Turn Data Into Meaningful Customer Connections
© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.
BoF Professional - How to Turn Data Into Meaningful Customer Connections