The Brief
We were tasked with driving excitement and coverage around the long-awaited Cotton Traders Autumn Winter 2022 collection. For this, we made sure to maximise and leverage Cotton Traders’ existing partnership with household fashion icon and TV presenter, Lisa Snowdon.
Our Response
We hosted an exclusive Press Preview lunch, inviting top-tier press and influencers to get a sneak peak of the collection and meet Lisa Snowdon in person.
During the event, guests received an introduction from Cotton Traders CEO, Nick Hamblin, to discuss the latest sales trends and future brand goals, followed by a styling session from Lisa Snowdon, showcasing how she would wear her favourite picks from the AW22 collection, akin to her #FabFive seasonal edit with the brand. Throughout this, Lisa answered press and influencers’ burning questions around fashion styling and how she would take the collection through the seasons.
Through clever branding and subtle touches, we encouraged guests to tag the Cotton Traders account with bespoke touches such Autumn-themed handwritten placecards and notes, to help grow brand awareness and increase following on social channels, in addition to engaging long-lead and mid-lead journalists who would be working on their autumn pieces to maximise coverage.
As well as posting a series of Instagram stories on the day, Lisa created a grid post which highlighted the Cotton Traders’ AW22 Press Preview and her upcoming #FabFive from the new collection. The content wasn’t part of Lisa’s paid deliverables and hence, shows the strength of her ongoing partnership with the brand.
The Results
The event proved extremely successful in generating branded social content and warm leads for the AW22 collection.
There were 15 attendees across the media and influencer landscape that attended, including Stylist, Saga Magazine, Best, Woman & Home, a stylist from Good Morning Britain, Prima and ClubFortyClaire. All reported thoroughly enjoying the event and we received some wonderful feedback and thank yous such as from Hannah Coorg from Stylist; “Thank you so much to you, Carousel PR, Lisa and the brilliant team at Cotton Traders for a wonderful lunch event.”
To-date, we have the following publications looking to feature the AW22 collection in upcoming issues; Prima, Red Magazine, Saga Magazine and Woman & Home – and it did wonders to bolster our already strong relationships with the client, as well as the journalists.
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