R29 Voices: spotlighting indie publishers for Dove
Client: Refinery29 & Dove
Strategic Service: Content & Communications Strategy; Business Development
Team: Ophelia Stimpson (Strategy & Setup); Effy Okogba (Client Lead); Devina Seth (Media Lead); Amelia Bowe & Chemmy Squire (Creative Leads) – and many, many more!
Opportunity
We live in a world where global media consolidation threatens the survival of indie media publishers – and often, it’s these publishers who most represent marginalised voices.
The team at Refinery29 saw not only an opportunity but an urgent need to protect indie voices by creating a commercial structure that could offer them additional revenue streams.
Thus Refinery29 Voices was born: a digital media and content network of independent media companies, founded by R29 to offer global brands the chance to speak to their audiences beyond the mainstream.
Idea
The premise was simple: recruit the best indie media publishers from all over the world to be part of Refinery29 Voices in order to offer brands a fresh and powerful way to speak to their audience.
A period of publisher vetting and recruitment helped us build out a commercial structure and network of incredible publishers, including muslim women’s mag Amaliah, Spanish-speaking publisher Malvestida and India’s emergent culture mag Homegrown.
Refinery29 now leads and facilitates co-branded partnerships for these smaller publishers through the Refinery29 Voices entity.
Execution
Refinery29 Voices launched in partnership with Dove, with co-branded content campaigns flighting globally across multiple indie media publishers.
A highlight of the launch was the way in which the content gave voice to muslim women who are so often underrepresented in the media.
Click to see feature highlights:
Amaliah Presents: Notes From Nature – In Partnership With Dove × Refinery29
