As Condé Nast has evolved through its 100-year history, with changing editors, platforms and even locations, the essence of what defines us has stayed consistent, Creativity. .It is what connects us to each other and to our audiences. Creativity at Condé Nast has a specific purpose: to connect people to their interests, to new ideas and to the culture at large. Our passion for these new ideas led us to our new branding line: Create. Connect. Condé Nast.

While Creativity defines us collectively, it is also deeply personal. Every ‘creative’ has a different view of what it means, where it comes from and where it can lead.

Our idea was to celebrate Creativity by creating a conversation around it, then inviting as many people to contribute.

We launched on a single day, January 14th, igniting a conversation that lit up Instagram, Facebook and Twitter:

•Our own teams kicked things off. Their words and images about Creativity are now our company homepage: http://creativity.condenast.com/

• Our most influential friends were eager to join in.

? Supermodel Karlie Kloss (6 million followers) posted first

? She was followed by Justin Beiber (75 million on Facebook alone), followed by Gigi Hadid, Jessica Alba, Ellie Goulding, Zendaya, Jordan Speith, Lily Aldridge, Kendall Jenner and many others

• Building off the tremendous momentum we had in social, we used paid amplification tactics to take a conversation that had taken on a life of its own, and extend it to the trade community, and the audiences of our brands through Facebook targeting.

• We then took the message beyond social to other media forms, including digital display, print and outdoor, to surround our target audience, the advertising community

In social media alone, the conversation on #creativityis connected through 352 million impressions, generated by our own brands and our influential partners.

At New York’s major transit hub, Grand Central, we executed a full station domination, owning all boards, displays, turnstiles – even a staircase – to create a spectacular overview of Creativity at our brands--where 75 million commuters pass daily.