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Condé Nast

Creating a secret new publication for the iconic media brand

How we tested, validated and created a new publication for one of the most famous magazines in the world, without the world knowing what we were doing

Condé Nast International asked us to help create and launch a new Vogue publication aimed at professionals working in the world of fashion, but without risking the Vogue brand. We spoke to dozens of industry professionals to understand their motivations and needs, and turned these insights into a series of experiments using Facebook and other channels.

Under a disposable brand, we advertised business news services that focused on the specific goals and motivations we’d heard from customers. In less than a week, we were able to validate and prioritise the themes.

Over the next six months, we worked with a fast-growing editorial team to recruit thousands of subscribers for Perspective, another temporary brand that we created so that we could validate ideas without exposing Vogue.

This period of under-the-radar work built a culture of customer responsiveness that is unusual in large media companies and led to the successful global launch of Vogue Business.

It attracted a million subscribers in 50 countries in less than two years.

Condé Nast
Condé Nast logo

The impact

A successful global launch for Vogue Business

1m
subscribers in less than two years
50
countries reached
800
journalists in 31 markets

Toby de Belder, Executive Director

Contact Toby at This email address is being protected from spambots. You need JavaScript enabled to view it. to discuss how we can help you answer big questions and design a better future for your business, your people and the planet.

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