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Study - FASHION - ACCESSORIES Influencer relations Media relations

HAVAIANAS x SOPHIE FONTANEL – THE ELEGANCE OF TONG MASTERCLASSES

CHALLENGE

Give a fashionable and urban image to a product with a “beach” connotation

Upgrade the perception of the brand for a more premium target

Action plan

  • Establishment of a seasonal partnership with Sophie Fontanel, fashion columnist for L’Obs, free & spontaneous instagramer, flip-flops lover since childhood, and pioneer of the #tonguevangelisation movement, defending the right to wear flip-flops in all circumstances including :
    • Posts and stories of looks during Spring/Summer season with AND without mention of the brand to preserve the authenticity of the message
    • Organization of a masterclass at Le Bon Marché called “l’Élégance de la tong”, presented by Sophie and bringing together fashion influencers (paid and unpaid), fashion and trend journalists, Le Bon Marché customers.
    • Filming of the conference and creating a short montage using the highlights of the masterclass for social networks use
    • Creation of a press release relating Sophie Fontanel’s key sentences, sent to the trends & society media
  • Setting up a pool of fashionable influencers (paid and non-paid) to highlight their summer looks in Havaianas

Results

  • 30 influencers & journalists attending at the masterclass
  • 70 stories during the masterclass for an advertising equivalent of 57K€
  • Multiple Havaianas looks posts by influencers quoting Sophie Fontanel or #tonguevangelisation
  • Upgrade of media opportunities (Vogue, Air France Madame, Vanity Fair)
  • Incoming requests for collaboration from premium / luxury brands (Saint Laurent)
  • Upgrade of the distribution of Havaianas products to a higher level (concept stores, etc.)