Rogers and Cowan was tasked to take Sports Illustrated Swimsuit, an already iconic brand and rejuvenate its approach to digital and social to drive new audiences and higher consumption. While SI Swim had historically turned to digital media to support its launch, they turned to Rogers and Cowan to expand the brand’s footprint in an ever-changing digital landscape. R&C was challenged with limited media buy support, existing brand restrictions, diverse stakeholders and a limited runway for rollout.
Rogers & Cowan presented a fresh and innovative strategy that was focused on changing the editorial and content direction, through a high profile influencer campaign. Within this campaign, Rogers & Cowan Digital created a day-long initiative called “Day of Swimsuit”, whereby original content was being released every hour. Another key component of the strategy was the launch of the first-ever digital model tag; by having a series of Sports Illustrated models post never before seen photos. This drove unprecedented engagement and reach for the overall campaign.