The "A Way In" campaign by Vogue leverages the brand’s established position as an authoritative source on fashion, culture, and celebrity to offer an exclusive, engaging digital experience that aligns with its proposition of delivering cutting-edge, culturally relevant content. By featuring Emma Stone—an acclaimed actress known for her versatility—in a humorous and unconventional portrayal as she prepares for a role as a nun, the campaign reinforces Vogue’s value in providing unique behind-the-scenes insights that blend fashion with entertainment and storytelling.
Strategically, the campaign targets a digitally savvy, fashion-conscious audience interested in deeper narratives beyond traditional runway coverage. It taps into the growing demand for short-form, original video content that offers authenticity and personality, moving beyond static imagery to dynamic storytelling. The creative angle—combining celebrity appeal with a quirky, narrative-driven plot—helps Vogue stand out in the crowded media space by humanizing its content and injecting relatable humor. Additionally, positioning this video as an exclusive on Vogue.com and promoting related subscription channels underscores a broader market strategy aimed at increasing audience engagement across digital platforms and cultivating a loyal community around Vogue’s multimedia offerings. The campaign also signals Vogue’s adaptability in blending fashion with entertainment culture, maintaining relevance with a younger demographic that values both celebrity influence and accessible, entertaining content formats.
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
This campaign centers on Emma Stone, a well-known celebrity, as the lead in a Vogue-branded short film. The metadata highlights star power (“Amazing Spider-Man 2 star Emma Stone”) and Vogue’s ongoing content series (“Vogue Original Shorts”). The narrative seems driven by Stone’s comedic performance rather than a product-led story or direct benefit demonstration. There’s no explicit problem-solution arc, overt symbolism, parody device, or testimonial; instead, the celebrity’s presence, style, and personality serve to draw viewers and reinforce Vogue’s brand image, making the creative use of a notable ongoing celebrity its core device.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Harper's Bazaar – Positioned as a sophisticated and authoritative fashion magazine, Harper’s Bazaar targets affluent and style-conscious women by blending high fashion with accessible lifestyle content, emphasizing timeless elegance and cultural relevance.
2. Elle – Elle differentiates itself by focusing on modern, global women who balance fashion with empowerment and social issues, combining trend-forward fashion editorial with coverage of current events and pop culture for a younger, cosmopolitan audience.
3. Cosmopolitan – Cosmopolitan positions itself as a bold, youthful lifestyle and fashion brand, appealing primarily to millennials and Gen Z with a mix of fashion, beauty, relationships, and entertainment content that is energetic, relatable, and unapologetically candid.
4. W Magazine – W Magazine carves a niche through high-concept, avant-garde fashion editorials and in-depth celebrity profiles, targeting luxury consumers and industry insiders with artistic, cutting-edge visual storytelling in the high fashion space.
5. InStyle – InStyle offers approachable, accessible fashion and beauty content for mainstream consumers, emphasizing celebrity style and practical trends, making high fashion relatable and wearable for everyday women seeking inspiration with a focus on lifestyle integration.
Q: What is Vogue Original Shorts: Emma Stone Stars in A Way In about?
A: Vogue Original Shorts: Emma Stone Stars in A Way In is a digital campaign launched by Vogue in the United States in 2014. Created by director Ruben Fleischer, the campaign features acclaimed actress Emma Stone in a comedic short film where she prepares for a role as a nun using an unconventional method. This exclusive video was produced as part of Vogue’s ongoing Original Shorts series, leveraging the brand’s authority in fashion and culture to deliver engaging, narrative-driven content. The campaign was distributed via Vogue.com and YouTube, targeting a fashion-conscious, digitally engaged audience.
Q: What creative device does Vogue Original Shorts: Emma Stone Stars in A Way In use?
A: Vogue Original Shorts: Emma Stone Stars in A Way In employs the Ongoing Characters or Celebrities format, as classified by Clapboard’s 12-format taxonomy (Format #8). The campaign centers on Emma Stone, whose celebrity presence and comedic performance drive the narrative, rather than a product demonstration or testimonial. By leveraging a well-known personality in a recurring content series, Vogue reinforces brand recall and injects personality into its storytelling, aligning with the broader trend of using star power to engage audiences in the digital media space.
Q: What is the campaign proposition for Vogue Original Shorts: Emma Stone Stars in A Way In?
A: The campaign proposition for Vogue Original Shorts: Emma Stone Stars in A Way In is to reinforce Vogue’s position as an authoritative source on fashion, culture, and celebrity by offering exclusive, culturally relevant digital experiences. By featuring Emma Stone in a humorous, behind-the-scenes narrative, Vogue delivers content that blends entertainment with editorial sophistication, appealing to a digitally savvy, fashion-forward audience. This approach reflects Vogue’s strategy to move beyond traditional runway coverage, tapping into demand for authentic, original video content that humanizes the brand and deepens audience engagement across digital platforms.
Q: How does Vogue Original Shorts: Emma Stone Stars in A Way In rank in Clapboard's archive?
A: Vogue Original Shorts: Emma Stone Stars in A Way In holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive.
Q: Who are the competitors in Vogue's category?
A: In the media and fashion publishing space, Vogue’s primary competitors include Harper’s Bazaar, which targets affluent, style-conscious women with a blend of high fashion and accessible lifestyle content; Elle, which appeals to modern, globally minded women through trend-driven editorial and coverage of social issues; Cosmopolitan, known for its bold, youthful approach to fashion, beauty, and lifestyle for millennials and Gen Z; W Magazine, which distinguishes itself with avant-garde editorials and in-depth celebrity profiles for luxury consumers; and InStyle, which focuses on approachable fashion and beauty inspiration for mainstream audiences seeking practical style guidance.
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