Objective
To successfully launch the Song of Style for eLUXE collection to the Canadian Media.
The Challenge
Style blogger Aimee Song, was only available to Canadian Press for a 24 hour period the day the collection launched on eLUXE.
Strategy
Brill formulated a plan that included several layers of the Canadian Media to achieve optimal results. The first step was to secure an exclusive behind the scenes shoot of the Song of Style for eLUXE campaign shoot with Aimee Song with top Canadian entertainment outlet, ETALK!
For the media day; Brill outreached to top digital fashion outlets to schedule one-on-one interviews with Aimee Song at the Brill building. Since time was limited interviews were awarded to only the top reaching outlets including: Stylelist Canada, 29 Secrets, Fashionmagazine.com, Ellecanada.com and Glam.ca. Brill also scheduled a shoot with E! News Canada and radio interview with Chatelaine Radio to round out the day.
The Result
Earned 27 media placements and 9,233, 000 impressions and the collection sold out.
