We’ve been basking in the shiny golden rays of PR glory for the past couple of weeks because at the recent Beauty Directory Star Awards, Stellar* won the Luxe Category for Best PR Campaign.
We graciously accepted this starry award for our work with ghd at this year’s Rosemount Australian Fashion Week (RAFW).
The campaigns submitted were evaluated on key objectives, creativity, innovation and overall success and the PR category was judged by beauty directors / editors from Marie Caire, Cleo and Grazia, as well as senior PR University lecturers.
Without further ado, this is what we did:
What was the PR campaign for?
ghd’s sponsorship of RAFW shows. The sponsorships were at varying levels and we were responsible for finding, negotiating and executing agreements, as well as supporting the sponsorships with publicity, and leveraging them via onsite activity.
What was involved?
1) Designer sponsorships – securing brand partnerships with 14 top Australian fashion brands such as Willow, Marnie Skillings, Kirrily Johnston, Zimmermann, Anna & Boy, Manning Cartell, Konstantina Mittas, Antipodium and more.
2) Stylist management– nurturing the relationship between ghd and key stylist ambassadors, as well as establishing new relationships with key industry players in the editorial styling realm.
3) Publicity– running a proactive and reactive media office: creating a microsite for media; proactively pitched stories prior to fashion week; and distributing press information after shows.
4) Media hosting– onsite meet and greet for beauty media at every show, ensuring media were able to get interviews, information, stylist tips and photography.
6) Brand management- strategic positioning of branding at event to ensure maximum exposure via clever and subtle placements.
What were the objectives and how did we meet them?
1) To increase the number of shows sponsored the previous year by securing 10-15 show sponsorships.
A total of 14 sponsorship agreements were secured.
2) To increase publicity results from previous year’s 25 pieces of coverage.
Generated 42 pieces of press and online coverage. Top 10 ranking media outlets (based on volume) included: Primped, marie claire, Grazia, Beauty Directory, Harper’s Bazaar, Shop til you drop, Beautyeditor.com.au, Style magazines, Beauty Heaven, Chic Report – Fashion Week Daily.
3) To position ghd as a fashion-orientated beauty brand.
Having styled 14 shows at fashion week, ghd achieved a strong presence in front of beauty and fashion media, as well as key fashion influencers, affirming its fashion focussed positioning.
What were the key creative elements?
RAFW is a competitive sponsorship platform. To ensure ghd stood out an online element was integrated via a ghd RAFW microsite. The microsite acted as a portal for media which held daily information and images from shows and included a daily HTML emailer to media to direct them to the site.
Ensuring we had strong content meant briefing, directing and managing photographers and film crew onsite; hosting designer and stylist interviews to camera; pre-writing all copy including step-by-step instructions on how to create looks, as well as stylist and designer quotes and product references.
Links to the ghd microsite were also posted on ghd’s Facebook page and Twitter profile.
The timing of RAFW also gave us the opportunity to reinforce and build awareness of ghd’s current styler promotion, Rare, which featured a leopard print design. We integrated this theme with the microsite as well as through brand executions onsite via gift bags and branded chocolates.
How did you measure the success of the campaign?
We used Stellar* Analytics, our reporting tool which measures and analyses media outputs. Via Stellar* Analytics we were able to evaluate key messages and campaign reach. It showed which sponsorships provided the most media cut through and helped us analyse messages the media referenced. We also measured our success by monitoring consumer interaction on social media platforms.
Posted by Renee Creer