A media-first year long partnership to change brand perception by positioning Matalan alongside high end fashion and lifestyle content.

I was responsible for The Instant Edit, a brand new channel on MailOnline which was created to house sponsored articles that spoke to all of Matalan's key offerings.

Creating a weekly content strategy for the channel in line with the brand's trading priorities, I created engaging articles that worked to align Matalan with wider cultural moments as well as smaller, more personal moments in the readers' lives.

The campaign also included native content which was featured on the homepage of MailOnline, as well as street style, gift guides and fashion pages in Metro and YOU Magazine and video shoots and interviews with influencers.