The myStyle brand will be granted a home page takeover on PopGirl TV’s interactive website www.popgirlworld.com. With a core audience of tween girls, and an online presence of over 150,000 unique visitors per month, PopGirl TV is an ideal platform to increase awareness for the brand.
TV ‘shout outs’ and website pre-rolls will drive visitors to Interplay’s microsite which will include a fashion competition to win myStyle kits. The PopGirl TV campaign will run in conjunction with extensive TV advertising, including over 280 TVRs and a focused print campaign in the girls press.
Ross Ainsworth, managing director of Interplay, said: “We are absolutely delighted to be working with PopGirl TV. The audience of style-conscious tweens aged 6-12 years is perfect for our myStyle craft kits, and our dedicated microsite will help drive home the brand ethos of high fashion combined with superior quality. We look forward to the campaign being a great success.”