Harnessing readers from the magazine and shoppers in stores, White House Black Market and InStyle Magazine crafted a campaign with Nellymoser to cross promote their mix and match Work Kit suit separates. Tags positioned on racks and displays in store, and on advertising in book lead to a mobile site complete with gallery images, videos, the ability to opt-in for promotions, and a link to their e-commerce site. The campaign provides styling advice that not only makes items more accessible and fashionable to shoppers, but also cross promotes various items in the collection based on their mix-and-match nature.

1. TM
We turn action codes into mobile engagement on any mobile phone.
InStyle and White House Black Market :
Integrated In Store, In Book, Social Media Campaign
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515

2. TM
InStyle with White House | Black Market
• InStyle Magazine
▫ Top 100 magazine
▫ More 1.7 million subscribers
• White House Black Market:
▫ Division of Chico’s FAS Inc.,
▫ More than 350 stores nationwide
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 2

3. TM
Coordinated In-Book, In-Store and Mobile
In-Book spread attracts readers Mobile experience helps
consumer when help is
wanted
In Store leverages magazine
content
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 3

4. TM
How The Mobile Experience Engages:
Enhances each item
by providing styling
tips
Captures readers
and shoppers
with interactive
material
Cross promotes all
pieces in the collection
by styling them together
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 4

5. TM
InStyle Ambassador delivers tips through video
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 5

6. TM
Share the Work Kit
Share on
social media
or opt in for
email offers
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 6

7. TM
Photo gallery presents each piece
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 7

8. TM
Link to home page to explore and buy online
Web page reinforces the
cohesion of the kit
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 8

9. TM
All elements compliment each other
In book and in Customers in
store tags
Mobile engagement
store and online
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 9

10. TM
Nellymoser capabilities utilized by White House
Black Market/InStyle:
• Branded landing page
• High quality mobile optimized video
• High quality image flipbook
• Link to web commerce
• Social network sharing
• Opt-in email data capture
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 10

11. TM
Try Nellymoser on your phone:
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 11

12. TM
We turn action codes into mobile engagement on any mobile phone.
Thank you.
For more information, contact us:
www.nellymoser.com
1-781-645-1515
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515