By dedicating $60 million worth of media coverage over two years, the French publisher is hoping to spur giving.
The annual American Magazine Media Conference was full of Instagram, Facebook and some open talk of a “difficult” time in the industry.
The newspaper is getting even more ambitious around digital subscriptions.
DBA represents 140 influencers spanning the fashion, beauty and lifestyle space, including Aimee Song (Song of Style), Emily Schuman (Cupcakes and Cashmere) and Julia Engel (Gal Meets Glam).
Publications well outside the realm of fashion and lifestyle are getting more and more work with luxury apparel brands.
The label has tapped ordinary people along with influencers Jennifer Grace, Amixxa and Ayaxxa Miaya and Bloody Osiris, among others, to appear in images and videos.
The Face Your Fierce campaign is centered around a relaunched men’s fragrance.