Affirm the fashion repositioning of THE Gen Z lingerie brand through two hot topics:
– Its collaboration with that generation idol: Aya Nakamura
– The arrival of the brand in the iconic parisian department store: Galeries Lafayette Haussmann
FASHION - ACCESSORIES
Event• Influencer relations• Media relations
UNDIZ – AYA NAKAMURA COLLECTION
CHALLENGE
ACTION PLAN
- TEASING – Sending (mid-July) of a press release in a creative « tweet » format, announcing the launch of the AYA NAKAMURA x Undiz collaboration with embargo (no products revealed)
- THE REVEAL – (Official launch of the collaboration on 1/09)
M-1: press release with embargo at 26/08 revealing the images of the campaign / products
2 exclusive papers negotiated with prescriber titles :
– Exclusive timing : VOGUE.FR with artist ITW – publication on 23/08
– Exclusive content : MAD : Exclusive backstage ITW ” behind the scenes of the shooting ” – publication on 31/08
D-1 (afternoon)
– Micro influence activation on the Undiz corner @Galeries Lafayette Haussmann : Invitation of the crew @undizfamily (50 pax) to discover the first drop of the capsule
– 3 press / TV / radio ITWs from the CEO Sylvain Blanc with a selection of institutional media
D-1 (evening) – Official launch of the collaboration @Hôtel Salomon de Rothschild :
– Invitation of 30 guests (journalists and fashion opinion leaders): Eugénie Trochu – Head of editorial content @Vogue, Maxime Retailleau – Fashion director @Antidote, Alice Pfeiffer – Journalist @Les Inrocks / ID and author…
– Exclusive partnership with a top macro influencer @Lenamahfouf : live content on her RS
RESULTS
- 40 press clippings (collection / post event – including a full page in Gala Magazine) EAE : 200 000 € – Reach : 232 079 400
- Partnership @lena Situations : 1 post caroussel (3 screens) / 5 stories – EAE : 166K / ROI : 149 K
- Launch party : 43 stories from our guests including 16 on IG media accounts (Grazia, Stylist etc…) – Reach : 9 290 221
