Overview
The Goal
Summer Collection Launch
Maximise the summer opportunity with relevant content around the launch of the summer collection.
The Strategy
Working with Influencers
Work with a core group of relevant age-appropriate influencers to create a bank user generated content to be utilised all summer long by the brand.
The Execution
Created sell-out product buzz
4.6m reach of influencer posts during the trip
263 pieces of content created for the brand
36k reach of brand created content during the trip
17% increase in Facebook engagement
The Results
Identify with influencers
Identify influencers to link with and negotiate involvement, fee, deliverables and contracts
Trip to Greece
Plan short trip to Greece piggybacking on celebrity shoot
Creative Crew
Use creative crew to maximise the creative opportunity
Five key fashion editors joined the trip
Five key fashion editors also joined the trip to immerse them in the summer collection
Liaison with Influencer talent
Continual liaison with influencer talent over the summer
Monthly content strategy documents
Monthly content strategy documents to allow brand to jump on calendar and news events
