BRAND ANNIVERSARY AND STORE OPENING
- Support the launch of the new flagship store in Saint-Germain-des-Prés
- Seduce the cool kids in Paris to participate in the brand repositioning
CHALLENGE
ACTION PLAN
Capitalise on the 70th anniversary of the brand and organise the messaging around a two-step event:
1.Discovery of the store for a small attendance of staff members, journalists and a pool of 10 top influencers.
2. Anniversary party opened to press, influencers and cool kids, organised like a US College Campus party two blocs from the store in the Chapelle des Beaux Arts:
- Unexpected and spectacular venue to create a campus party
- Music set by Simon Atlan, Azamat B, and Andy 4000
- Break dancers shows
- Bespoke and embroidered shirts offered to all guests
- Billiards, live painting, cocktails and finger food
PR activation:
- Partnership with Ten Days: photo report on their website
- Sending of 2 press releases: lifestyle and corporate
Influence activation :
- Paid partnerships with 7 influencers considered as “prescribers”
- Gifting with 11 influencers, considered as part of Gant’s ”friends and family”
RESULTS
- 117 attending influencers (Annabelle Belmondo, Constance Arnoult, Julia Matéan, Raphaël Simacourbe, Valentin Lucas, Codoliprane, Jonathan Hayden…)
- 517 posts on socials
- 80 attending journalists (Vogue Hommes, GQ, Grazia, Glamour, Le Figaro, Madame Figaro…)
- 8 interviews with trade and lifestyle press / 10 clippings on the store opening / 28 clippings on the 70th anniversary
- More than 400 000€ AVE
