DESIGNER COLLABORATION | INFLUENCER CAMPAIGN
MCMPR spearheaded Oroton’s designer collaboration capsule with influencers including Carmen Hamilton, Elle Ferguson, Mimi Elashiry and Geneva Vanderzeil as a response to brief to connect with Oroton’s younger generation consumers and demonstrate the brand’s modern and versatile design.
As part of the strategy, MCMPR identified, negotiated and secured the four key talent to each design a mix-and-match handbag strap to reflect their personal style, and be sold in store alongside the Spring 2017 collection.
The collection was launched via a staggered social media campaign with talent announcing the collaboration at an Oroton design collaboration workshop, followed by a first-look when the influencers road tested the finished straps during Australian Fashion Week, and further posts around the product arrival in-store. The campaign generated unprecedented consumer interest, pre-orders and sell-out styles through the collaborators combined reach of nearly 2M followers; as well as providing Oroton with multiple content assets for its own channels, marketing and PR purposes.
- INFLUENCER STRATEGY
- TALENT NEGOTIATIONS & MANAGEMENT
- CONTENT DEVELOPMENT
- DIGITAL & MEDIA STRATEGY