In April 2015, TORSTAR lead the strategy amongst global agencies to leverage the latest campaign shoot activity for swimwear brand, SEAFOLLY, the second shoot for the brand featuring Gigi Hadid.

TORSTAR tapped into the global celebrity culture and leveraged Gigi’s profile and extensive digital reach to generate brand engagement and talkability among existing and potential customers globally.

To ensure the success of the activation, TORSTAR negotiated campaign particulars with IMG, then seeded behind-the-scenes images to key print and digital targets globally. Agency partners in the US and UK were then engaged to drive media participation in each target region, ensuring global reach.

The shoot received a broad pick-up across local mass-reach titles including: News.com.au,  ninemsn.com, Yahoo7, PopSugar, The Daily Telegraph, The Herald Sun, The Courier Mail, The Daily Mail, Adelaide Now, WHO, OK!, NW; and globally across titles including Elle.com, Instyle, Just Jared, Celebuzz,  E! Online, Perez Hilton, Radar Online, and The Mirror.

Internationally, the campaign has delivered over AU $131 million in global media value to date, including over $27 million in the Australian market.