brandalley

challenge

Launch BrandAlley to the UK market - a unique 'member get member' online boutique offering short term, high end fashion ventes-privées (private sales)

Although at launch the aim of the campaign was not to deliver a consumer media blitz (thus devaluing the exclusive nature of the brand), the campaign still needed to engage both the fashion and lifestyle media – in particular the opinion forming London press - as well as the business and trade press to drive advertising

Fundamentally drive consumer sales through BrandAlley

creative solution: "portland"

An exclusive house party was held at the notorious 33 Portland Place in London’s West End, the stunning 18th century townhouse now owned by the flamboyant entrepreneur Lord Edward Davenport, for all target media as well as fashionista opinion formers – the key was to seed the brand with those that mattered

campaign results

Over 300 partygoers attended from the media, fashion and music circles including Pixie Geldof (who DJed the night away), It models Alice Dellal and Ben Grimes, Jodie Harsh, Horrors front man Faris Badwan, and new Bond girl Gemma Arterton

Press coverage, albeit not a focus of the launch programme, spanned fashion, lifestyle, national, business and London media

Commercial success - In the fortnight since launch, BrandAlley saw it double targets on basket spend, and unique visitors shot up consistently 100 times

“The Media Foundry is the type of agency that you can rely on to go above and beyond the call of duty. Throughout our launch they provided sound strategic input, an aspirational creative vision and tireless campaigning to get the best results possible.” Melissa Littler, Marketing Director, BrandAlley

public relations consultants

brandalley

challenge

creative solution: "portland"

campaign results