Influencing the Nation
Lipault Paris, a Parisian fashion luggage brand known for adding color, fun and style to travelers, was recently acquired by leading luggage company, Samsonite. With a passionate fan base in France and throughout Europe, Lipault Paris wanted to make a similar splash in the U.S., expanding its worldwide presence. And, as a younger brand facing the increasingly competitive luggage and accessories markets, it was imperative that the company connect with a fashion-forward millennial audience.
Samsonite called on Hollywood Agency to raise awareness of the Lipault Paris brand and its products, and to better connect with its target in the U.S. HWD began creating content for the brand’s social media channels and confirmed, through research and social analytics, that the target audience (females ages 18-34) had something beyond fashion in common – they tended to be engaged followers of both fashion blogs and Instagram influencers. From there, HWD determined that a key strategy must be to interact directly with relevant influencers and get the product in their hands, making them Lipault Paris brand ambassadors.
With a continuous outreach strategy modest budget, HWD secured 144 pieces of coverage from 50 influencers, resulting in a total of 13,532,631 impressions from February 2017 to February 2018. Such influencers included, Carrie Bradshaw Lied (368,000 Instagram followers), A Double Dose (234,000 Instagram followers), Side Smile Style (138,000 Instagram followers) and Fab Fit Fun Mom (121,000 followers), to name a few.
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