The Notorious BIG brand HYPNOTIZE wanted to bring Brooklyn to Camden Market hosting a weekend pop-up of limited edition apparel and fashion accessories including an exclusive collaboration with Homage Tees. Celebrating the 20th anniversary of his passing the brand wanted to drive press and consumer awareness of the pop-up as well as pushing the brand to the forefront of contemporary style culture.
Our main priority was to deliver a clean and solid press office to drive awareness of the pop-up amplifying the call to action for people to attend the weekend residency. From our experience product seeding is key to enhancing the foundations of press office therefore to add to the buzz and appeal for consumers to get involved we carefully selected top tier journalists and influencers encouraging authentic exposure. Advising the client to add an extra layer and talking point we recommended an exclusive launch party with a VIP DJ alongside a top tier media and influencer guestlist.
With a lead time of 5 days to achieve everything the JD team rolled up their sleeves and went to work conquering the challenge with a hard hitting 61 pieces across national, hype & trend, lifestyle and music focused publications combining a total PR reach of 114,590,387. On top of the viral coverage we achieved a social reach of 5,730,168 and 101 top tier guests attending the launch party with titles such as ELLE, Hypebeast, Stylist, iD, Wonderland, Complex, Metro, Time Out and influencers such as Charlie May, Kitty Cowell and Anti-Agency.
Just call us Big Poppa.
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