Ralph Lauren Promo, Case study DENIM AND SUPPLY by Moxie Paris

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Industry Apparel, Clothing & Footwear, Clothing
Media Promo & PR, Case study
Market France
Agency Moxie Paris
Released October 2011

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: RALPH LAUREN
Product/Service: CONSUMER BRAND
Chief Executive Officer: Thomas Jamet (Moxie)
Deputy Managing Director: Gael-Solignac-Erlong (Moxie)
Deputy Managing Director: Valérie Schetzel (Moxie)
Head Of Content/Project Lead: Marina Rouge (Moxie)
Head Of Productions: Sophie Schiari (Moxie)
Music Supervisor: Jérôme Riera (Moxie)
Head Of Digital Production: Laetitia Vilanova (Moxie)
Digital Project Manager: Laure Mallet (Moxie)
Account Manager: Agniete Esmiol (Moxie)
Director: Noam Roubah (Darjeeling)
Producer: Marc Lustigman (Darjeeling)
General Manager: Philippe Colin (V4x Interactive Factory)
Executive Creative Director: Thomas Derouault (Moxie)
Creative Director: Ilan Haddad (Moxie)
Communication Director: Jenna Barnet (Ralph Lauren)
Media Director: Pauline Azoulay-Zerbib (Ralph Lauren)
Event: Jennifer Holl (Ralph Lauren)
Public Relations: Emanueli Romani (Ralph Lauren)
Marketing Director: Mathieu Garcia (Ralph Lauren)
Media placement: Digital PR - - 17th October, 2011
Media placement: Print PR - - 17th October, 2011
Summary of the Campaign
Ralph Lauren was to launch its new range of clothing brand, Denim & Supply. The key target is young, creative and stylish people and the first purpose of the brand was to generate a real event around this launch in order to generate notoriety and brand appeal.
The Situation
We created an international live and digital brand content and entertainment campaign. In order to produce the first content that incarnates a real cultural value, the Rockumentary, a contest was organised. The winners could not only become part of the online documentary but also win tickets for a concert in Amsterdam.
As the campaign concerned 8 countries in Europe (France, England, Spain, Germany, Italy, Sweden, Denmark and Holland) the stakes were high. The campaign had to be adapted to each country’s legal restrictions.
At the end, the documentary was made with the nationalities that could participate, but every country could watch the concert through live streaming online.
The Goal
Generate notoriety, brand appeal and brand preference within a specific target: stylish and creative music and fashion lovers. Determine key communication touch points to reach them, and create the perfect collaboration to orchestrate community marketing.
The Strategy
Generate a group of brand ambassadors who will live the brand experience and share it with their influence circles.
Build an integrated international communication strategy that will tell a strong story about Denim & Supply, which will build up a sustainable brand identity and positioning.
Determine the interest/passion fields on which the campaign will be focused: fashion and music.
Determine the perfect artists to incarnate the brand spirit: the trendiest group of the moment, Metronomy.
Create a strong storytelling bond between the ultimate musical event (The Metronomy concert) and the brand through authentic content and social activations: an online contest inviting young, stylish, Metronomy lovers, which offered them the possibility of taking part in the Rockumentary and/or a ticket for the Metronomy show in Amsterdam in November 2011.
Enhance the buzz around the campaign by combining the earned media value brought by Metronomy fans and the brand’s target with the influence circle of Metronomy, and also with PR activations.
Use the first steps of the campaign (online contest and Rockumentary) to augment the momentum around the final show (the Metronomy concert).
Documented Results
The story goes on in 2012 with a new musical collaboration with the famous Swedish DJ, Avicci.
Metronomy campaign results:
• Average time spent on the live streaming: 14 minutes 55 seconds.
(As a comparison, MGMT Blackberry Live had reached 14 minutes on Spotify in 2010)
• 21% engagement generated on Facebook
(As a comparison, Coca-Cola reached 10% on its fan page)
• Clicks: 367,000
• Watched Videos : 11,500,000
• Likes : 14,204
• Print Impressions: 16m
• Print covering : over 22m impressions
• Web covering : over 20m impressions
• 3,000+ fans reached 3 days before the event (65% generated through our media campaign)
• Total PR coverage: 54m impressions
• Great traffic generated towards Ralphlauren.com
• Global Earned Media: 3.3m
• Total Reach: 192m impressions