Innovative new player in social commerce gets exposure in Forbes, Hollywood Reporter, Access Hollywood

Clickable Media Group, the in-house development division of marketing communications and PR agency Rogers & Cowan, debuted its first project, “Click My Closet” in May, snagging media coverage for its new business venture and its star-studded launch party in Forbes, WWD, Deadline Hollywood, Just Jared, US Magazine online and nearly two dozen other outlets.

Print and digital coverage, including video and photos, combined for a total of 285 million consumer impressions.

“Click My Closet,” created in partnership with Gary Morgan and Greenberg Media Group, is a snackable, shoppable short-form series, with 20 episodes running weekly until November.

The five-minute videos pair actors like Ashley Greene and Jaime King, supermodel Petra Nemcova and professional dancer Cheryl Burke with their stylists for sessions that choose outfits and accessories for the celebrity’s red carpet appearances, talk show cameos, date nights, workouts and weekend getaways.

Viewers get a fly-on-the-wall perspective and can instantly save, share and shop each of the looks from every star and stylist.

Before the first episodes even aired, the buzz had already begun. Check out the initial press for “Click My Closet,” which is distributed on YouTube, Facebook, Pinterest, Instagram, Twitter, a dedicated website and the Triller app.

In a Deadline exclusive ( story here), Mike Fleming Jr. reported that Clickable Media and its parent company are on trend.

“As service businesses like talent agencies and management concerns steer directly into content creation, why not publicity firms? R&C reps talent like Chris Pratt, Denzel Washington, Mick Jagger, Elton John, Katy Perry and brands including Heineken and Mastercard, so there is fertile ground here to expand into celebrity- and product-driven content that connects talent directly to fan bases through social media.”

WWD (story here) previewed its “behind-the-scenes look” at the “inner workings of the celebrity-stylist relationship,” and The Hollywood Reporter (story here) noted, “It seems there is no end to the public’s fascination with the relationship between image-makers and their star clients.”

Elite Daily (story here) said the debut of “Click My Closet” in social commerce means that “paparazzi-worthy style has never been easier to achieve” and for those who have “wished there was a way to see exactly what was in your favorite style icon’s closet, you’re about to be over-the-moon.”

A column in Forbes (story here) dubbed the R&C-CMG project “next-level native content advertising, tying directly to advertisers in a way that is organic and relevant enough to reach even the most jaded consumers. They are the first; who will be next?”

Fashion and style may be just the beginning, said a story in PR Week (story here), noting that there are “plans to expand the show into other categories such as food and sports.”

Videos and photos from the launch party, held at Arlo Soho in New York with guests including Greene, stylist Cristina Erlich and Christie Brinkley, landed everywhere from Just Jared and ET Online to People Celebrity, OK Magazine online and Wonderwall.

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