HIGHLIGHTS
84 Pieces of Media Coverage – Across online, social and broadcast.
260 Million – People reached with the campaign message.
An Integrated Campaign – Omnichannel across organic social, paid social, earned media, in-store, catalogues, influencers, events
Two Standout Events – A VIP launch party for media and influencers and a consumer fitness event, with over 120 consumer RSVPs
CASE STUDY AT A GLANCE
Doyoueven, the brand known for its premium activewear, wanted to make its gear accessible to everyone. They teamed up with Aussie retail giant BIG W to launch a new range that wouldn't break the bank. The 152 Project was tasked with creating a launch campaign that would generate massive buzz and drive sales.
READ THE FULL STORY
A Leading Activewear Brand with a Mission to Make Fitness Accessible
Doyoueven has always been committed to creating high-quality, stylish activewear that empowers people to feel their best. By partnering with BIG W, they could offer their premium designs at a more accessible price point, making fitness fashion a reality for everyone.
THE CHALLENGE
Breaking Through the Noise in a Crowded Market
The activewear market is saturated with brands, all vying for attention. How could we make the Doyoueven x BIG W launch stand out and capture the hearts (and wallets) of consumers? We needed a strategy that was as bold and energetic as the brand itself.
THE APPROACH
PR That Packed a Punch
We're a dynamic PR agency that is passionate about turning bold ideas into powerful campaigns that drive results.
Here's how we brought the Doyoueven x BIG W magic to life:
PRE-LAUNCH
Strategic Invitations: We handpicked a targeted list of media and influencers, ensuring we reached those who perfectly aligned with the Doyoueven x BIG W target audience. We crafted personalised invitations to maximise RSVPs and build excitement for the VIP launch event.
Consumer Event Press Release: We developed and distributed a press release promoting the free consumer workout event, "Move with Doyoueven," to drive attendance and generate pre-launch buzz.
Multi-Platform Amplification: We didn't just rely on one channel. We amplified the event across Meta (Facebook and Instagram), leveraging paid and organic strategies, and secured listings on relevant event platforms and publications to reach a wider audience.
VIP Launch Event: We hosted an exclusive launch event with Kath Evans at One Playground, creating an immersive experience for key influencers, media, and the BIG W team. This included targeted product seeding to generate early buzz and secure positive coverage.
LAUNCH
"Move with Doyoueven" Consumer Activation: We hosted a series of free, high-energy fitness classes (Pilates, Barre, and HIIT) at One Playground, showcasing the range in action and creating a fun, engaging experience for fitness enthusiasts.
Experiential Elements: The consumer event wasn't just about workouts. We created a vibrant atmosphere with the range on display, food and drinks, goodie bags, and even Gynmos make-up touch-ups, allowing attendees to fully immerse themselves in the Doyoueven x BIG W world.
Community Engagement: We went beyond the event itself, seeding products to the One Playground community to further expand reach and build brand love among a wider audience.
Range Launch Press Release: We timed a press release to coincide with the official launch of the range in BIG W stores, amplifying the news and driving customers to check out the collection. This press release focused specifically on the range itself, highlighting its key features, benefits, and accessibility.
Proactive Media Outreach: We didn't just wait for the phone to ring. We conducted proactive media outreach, leveraging the consumer event and product seeding to secure compelling coverage in key publications.
Performance PR: We managed performance PR campaigns across various channels to drive traffic to the BIG W website and online store, ensuring that the launch buzz translated into tangible sales.
Ongoing Media Relations: We continued to nurture relationships with key media contacts, following up on opportunities and securing additional coverage to maintain momentum post-launch.
POST-LAUNCH
Sustained Influencer Engagement: We continued to send products to influencers, fostering long-term relationships and generating authentic coverage that kept the Doyoueven x BIG W range top-of-mind for their followers.
THE IMPACT
Breaking the Internet (and a Few Sales Records)
The results of our campaign were nothing short of spectacular:
84 pieces of media and influencer coverage: We generated a media frenzy, securing coverage across online, social, and broadcast platforms.
This included key stories on News.com.au, Yahoo, Woman's Day and more!
260 million people reached: Our campaign message reached a massive audience, creating widespread awareness for the Doyoueven x BIG W range.
Sales soared: The Doyoueven x BIG W range flew off the shelves, exceeding all expectations.
Want to achieve amazing results like these?
Looking for an epic launch that will have everyone talking?
Established brands like Doyoueven can partner with our expert PR agency arm to create a high-impact campaign that elevates your brand and drives results. We'll bring our strategic thinking, creative firepower, and extensive network to the table, to achieve your PR goals and take your brand to the next level.
Emerging brands and budget-conscious businesses can tap into our flexible, hybrid PR model. We'll combine traditional PR with innovative, cost-effective tactics to generate maximum buzz and deliver exceptional results without breaking the bank.
No matter your budget or brand stage, The 152 Project can help you tell your story, connect with your audience, and achieve your PR dreams.
Contact us today and let's discuss how we can tailor a strategy that's perfect for you!
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