Seven West Media’s magazine arm Pacific has revealed a reimagined Girlfriend brand: a new digital pop-up magazine, revamped online digital destination, keepsake quarterly print format and consumer events calendar targeted directly at Australian teen girls.
Tamara Davis, content director and editor, Girlfriend, comments: “Our vision was to build a redefined model for the Girlfriend brand that directly delivers for today’s Gen Z female audience – including an always-on mobile offering, a smart, relevant print format, innovative new commercial partnerships and interactive consumer events.
“Our redefined strategy evolves the brand with timely and relevant changes that cement Girlfriend’s proud heritage as the country’s number one resource for teen girls – with a more sophisticated multiplatform content approach that is directly tailored to the Gen Z Australian teen girl today.”
For the first time, Girlfriend will present an interactive digital magazine as an aspirational content vehicle that is fully enabled for sharing and shopping. The premium environment for advertisers offers visibility and brand connection to the Girlfriend audience in a pop-up frequency designed to bring the content to life while capitalising on news and trends.
Girlfriend’s always-on mobile offering provides an immersive experience and thumb-stopping content tailored to digital natives. The new, custom-built website girlfriend.com.au is the ultimate home for stories relevant to teen experiences with editorial timed to teen activities like formals and summer holidays. Core content pillars include entertainment and celebrity, beauty, fashion, life (including love) and win (prizes, promotions and experiences).
The new luxe quarterly print version features a double-sided, glossy, foiled cover and premium finishes throughout and is a complete guide to the season ahead. Teen focused content pillars include friendship and love, entertainment, careers and extended mind, body, fashion and beauty advice. Emma Watson fronts the cover, with the issue priced at $7.99.
Commercial partners for the first quarterly edition in 2017 include BYS, Bioré, Napoleon Perdis, Nintendo, Penguin Random House and special execution with Covergirl.