In its original iteration, “ELLEgirl Labo” was an offline community of ELLE readers in Japan who aspired to work in the fashion and beauty industry. Users en- joyed members-only gifts and perks and participated in small group workshops. Based on ELLEgirl Labo’s success, in 2021, Hearst Digital decided to launch EL- LEgirl NextLAB online, dedicated to producing em- powerment media for the ZY generation.
The ELLEgirl team needed robust virtual environment technology to host events and attract a broad audience, facilitate engagement with content and interactions between attendees, capture and report on user behaviors, and streamline everyday event-related operations. The team considered several tools, including Zoom, YouTube, Instagram LIVE, and other social media platforms. While they knew their audience was familiar with – and therefore comfortable – using these tools, the platforms couldn’t satisfy the event organizers’ requirements for a centralized solution to market, manage, and report on events.
In addition, it was important to the ELLEgirl team that their events not be one-sided. Rather than talk at an audience for an hour, ELLEgirl event agendas instead strive to transform event attendees’ perceptions of the world around them through memorable connections and experiences. Zoom and other social media platforms lacked features and functionality to encourage interactivity beyond that of a “click” or a “like."
Click below to download the full case study and learn more about how the Eventory by 6Connex platform helped ELLEgirl Japan create engaging, ongoing events for their community.