We evaluated hundreds of niche magazines beyond their circulation, based on their brand’s overall:1) Following (Facebook, Twitter, blogger affiliations, traffic)2) Fame (online buzz surrounding their editorial teams) 3) Fit (chemistry between own brand and Swatch)The chosen 8 magazines were given the same production budget and were asked to use any creative resources (from top models to their favourite fashion bloggers) to express the Swatch ‘mix and match’ trend.

The creative interpretation of the trend took the form of fashion editorials, blog posts, videos and digital advertising and was utilised by the titles across their pages, web sites, Twitter feeds, Facebook and fashion blogs to lobby for votes. While the prize for the winning title was becoming Swatch’s creative/advertising partner for AW 2010, we also allowed users to win the entire new range by uploading their own trend interpretation in the “How I Wear It” section.

‘How We Wear It’ comes to a conclusion in June. However, even the first month (15 February - 15 March) results speak for themselves:For 30% of the ratecard media cost, the Colour Code trend was interpreted by edgy fashion bloggers and editors across 48 magazine pages.For no cost at all, the magazines have been lobbying for their entries across a total of 350,000 tweeter followers, 430,000 social network friends and 10,000,000 web site unique visitors.The concept has already delivered 5,000 fashion blog posts and 10,000 votes, while 110 Facebook users have created their own visual interpretations.