Digital Marketing

Drew Elliott, Co-Owner and Creative Director of PAPER

Digital Marketing

Drew Elliott, Co-Owner and Creative Director of PAPER
Digital Marketing

Your Tutor - Drew Elliott

Drew Elliott
Drew Elliott’s career at PAPER Communications has seen him transition from intern to co-owner and creative director of the renowned New York publishing and marketing company. Perhaps best known for his ability to #BreakTheInternet, initially with a cover concept featuring a naked Kim Kardashian shot by Jean-Paul Goude, which drove over 50 million users to PAPER's online channels, Elliott is increasingly the man the fashion industry looks to for inspiration and innovation in digital marketing. Having honed his craft through career stints at Ketchum Agency and theAudience, Elliott brings a unique blend of experiential, editorial and digital experience to his work.

Testimonials

Drew Elliott is a genius and he shared his knowledge in such an interesting way. – Course graduate
Very interesting and to the point – Drew Elliott is the perfect instructor for this course! – Course graduate
The learning format allows you to stay focused and interact with what is being taught. – Course graduate

Who the course is for:
  • Professionals seeking to develop their digital skillset to further their careers and achieve their goals.
  • Entrepreneurs looking to understand the latest audience behaviours to grow their businesses.
  • Students who want to strengthen their academic education with an industry-specific course and real life examples.
What you will learn:
  • Learn how to create content that can entertain and engage global audiences.
  • Understand how to conceive, produce, amplify and analyse a digital communications strategy.
  • Take immersive deep dives into essential skillsets: video, influencer marketing, live streaming and social media.
How you will learn:
  • 10 hours of exclusive content, including 24 video tutorials from Drew Elliott.
  • Downloadable learning materials enable you to revisit key theories and concepts.
  • Engaging activities and tests to put your learning into practice.

Curriculum Summary

Questions on the curriculum or about buying multiple courses? Please contact education@businessoffashion.com

Course Overview

Understand the goals of the course and be introduced to your tutor Drew Elliott.

30 minutes 4x Video 1x PDF 1x Article

1. The Magic and Math of Content Strategy

Drew Elliott explains the radical impact of digital channels on the communications industry and how content has become the primary currency of marketing strategy. Here, he introduces his formula of "math plus magic": which combines creativity and analytics  to create excitement and virality.

1.6 hour 7x PDF 3x Video 2x Quiz

2. The Tools You Need to Play the Entertainment Game

The chapter outlines the content toolbox, with deep dives into social media, video, influencers and live streaming. Drew Elliott identifies his key principles for each platform and how best to use the wide-ranging tools available to marketers, from social takeovers to user-generated content.

2.3 hours 9x PDF 5x Quiz 5x Video 1x Survey

3. Break the Internet: The Cadence of the Content Management Cycle

Drew Elliott outlines his four-step model to manage content production, “SPAM”: Strategy, Production, Amplification and Measurement. Each step is illustrated using his #BreakTheInternet campaign with Kim Kardashian as a case study.

2 hours 9x PDF 5x Quiz 5x Video

4. Don't Believe the Hype: Navigating Virality

While virality is out of your control, there is a formula to creating content that is capable of going viral. Drew Elliott underscores this distinction and explains the critical success factors to creating the content, including knowing and entertaining your audience, creating a narrative and optimising cadence.

1.3 hour 7x PDF 3x Video 1x Survey 3x Quiz

5. It's Not About Being Famous: How to Become a Content Expert

Drew Elliott identifies key roles in his digital team and how best to structure teams to match the needs of today’s digital landscape, including the creation of project-specific SWAT teams.

1.2 hour 7x PDF 3x Video 2x Quiz

6. What You Need to Remember

Final words of career advice from Drew, key takeaways from the course and final test.

1.2 hour 1x Quiz 1x PDF 1x Survey 1x Video

Thank you!

1x Article

References

Become fluent in the vocabulary of digital marketing with acronyms explained and technical terms decoded — plus further reading to aid your learning.

1 hour 2x PDF

BoF Certification

Completing a BoF course demonstrates your dedication to enhance your fashion career.

Boost your CV

Add this achievement to your CV, which employers will recognise as a sign of a motivated and ambitious applicant.

Add to Linkedin

Demonstrate your updated professional knowledge by adding your BoF course certificate to your profile with the click of a button.

Job Alerts

Join BoF Careers and receive the latest jobs in fashion straight to your inbox, by setting up a job alert here.

Questions? Please contact us at education@businessoffashion.com

FAQs

Do you have a question about BoF Education? If so, please refer to our FAQs below. If you need further support, please contact us at education@businessoffashion.com.

1. Eligibility, Enrolment and Registration

There are two ways to purchase a course.

  1. Purchase one course for $195 (or equivalent in your local currency)
  2. Gain access to all courses with a BoF Professional Membership for $240 annually (or equivalent in your local currency)

Yes. Before purchasing the course, you will be asked for basic information in order to register an account with BoF.

No, you don’t have to be a BoF Professional Member to purchase a course. However, if you are a BoF Professional Member, you have access to all online courses from BoF Education as part of your subscription.

There is no age limit. This self-directed course can be taken at any stage of your career.

As many as you like. If you are a BoF Professional Member, you have access to all courses from BoF Education as part of your subscription.

If you purchase a BoF Professional Membership, you can access all courses from BoF Education as part of your subscription.

To purchase one course, simply select your course, press ‘Purchase Now’ and follow steps to payment. You then immediately have access to the course.

If you are a BoF Professional Member, all courses are available to you by, pressing ‘Enrol Now’ to access. Please email professional@businessoffashion.com if you have any problems.

At any point, from anywhere. The courses are entirely online so you can learn at your own pace and around your own schedule. You are able to start immediately after purchase or at your next convenience and there is no deadline to complete.

If you are a BoF Professional Member accessing the courses, you have access for as long as your subscription is active.

  1. If you buy a single course you will retain access to the material while the course is available on BoF.
  2. If you are a BoF Professional Member, you will have access to the course material for as long as your subscription is active.

2. Courses and Certification

You will learn through video tutorials, academic presentations, essential readings and learning activities.

You are able to download any written course materials, including all academic presentations and extra reading. The video tutorials are not available to download.

  1. If you buy a single course, there is no time limit, you can progress at your own pace and you will retain access to the material while the course is available on BoF.
  2. If you are a BoF Professional Member accessing the courses, you have access for as long as your subscription is active.

You will receive a BoF digital certificate. This certificate can be automatically added to LinkedIn or other social media, and can be listed on your CV or resume. You are also able to download and print your certificate if you would like to.

No, BoF courses are not accredited at the moment.

There are no exams in any of the courses. Throughout the courses there are short quizzes which help reinforce your learning.

3. Payment

Payment is taken before you can begin the course.

After purchasing a course, we do not issue refunds. If you have further questions please reach out to education@businessoffashion.com

You can cancel your BoF Professional membership at any point throughout the year to cancel renewing for the following year. The annual payment for the first year will be taken at point of purchase and you will retain access until this expires. Please refer to our T&C’s for more information on annual subscriber cancellation.

All major credit and debit cards are accepted.

If you are within the UK or EU and require a VAT receipt, please contact education@businessoffashion.com.