THE ELEGANCE OF TONG MASTERCLASSES
Give a fashionable and urban image to a product with a “beach” connotation
Upgrade the perception of the brand for a more premium target
FASHION - ACCESSORIES
Brand content• Influencer relations• Media relations
HAVAIANAS x SOPHIE FONTANEL
CHALLENGE
Action plan
- Establishment of a seasonal partnership with Sophie Fontanel, fashion columnist for L’Obs, free & spontaneous instagramer, flip-flops lover since childhood, and pioneer of the #tonguevangelisation movement, defending the right to wear flip-flops in all circumstances including :
- Posts and stories of looks during Spring/Summer season with AND without mention of the brand to preserve the authenticity of the message
- Organization of a masterclass at Le Bon Marché called “l’Élégance de la tong”, presented by Sophie and bringing together fashion influencers (paid and unpaid), fashion and trend journalists, Le Bon Marché customers.
- Filming of the conference and creating a short montage using the highlights of the masterclass for social networks use
- Creation of a press release relating Sophie Fontanel’s key sentences, sent to the trends & society media
- Setting up a pool of fashionable influencers (paid and non-paid) to highlight their summer looks in Havaianas
Results
- 30 influencers & journalists attending at the masterclass
- 70 stories during the masterclass for an advertising equivalent of 57K€
- Multiple Havaianas looks posts by influencers quoting Sophie Fontanel or #tonguevangelisation
- Upgrade of media opportunities (Vogue, Air France Madame, Vanity Fair)
- Incoming requests for collaboration from premium / luxury brands (Saint Laurent)
- Upgrade of the distribution of Havaianas products to a higher level (concept stores, etc.)
