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Rolling Out Rachel Zoe-Designed Baby Gear In Style

After 360PR+ brokered the deal that would bring Rachel Zoe’s singular design talent to Quinny + Maxi-Cosi, the high-style sister brands of car seats and strollers, it was finally showtime. The collection was ready to roll into retail, after 18 months in gestation, with sky-high stakes. There were commitments from premier retailers like Nordstrom for the luxe line, yet precious little time for the jet-setting Zoe herself to spare at liftoff.

OUR APPROACH

We turned the collection’s launch event from a moment in time into an integrated campaign, parlaying less than a day of Zoe’s time into results and conversation with lasting resonance in parenting, lifestyle and fashion circles alike. Working hand-in-glove with Zoe’s team, we transformed the Gramercy Park Hotel’s rooftop into a très-chic fashion presentation, models styled with Rachel Zoe x Quinny + Maxi-Cosi gear. Video captured through the campaign would be custom-edited as web- and social-optimized vignettes made for viewing, shared on Zoe’s own robust channels followed passionately by precisely the fashion-involved moms and moms-to-be the brands sought. Influencer-driven promotions giving consumers chances to win their way into the event amped up anticipation and excitement.
  

THE RESULTS

The day of the collection launch, Rachel Zoe x Quinny + Maxi-Cosi sold out on Nordstrom.com, which experienced 100 times its typical maternity section traffic, driven by feature coverage by InStyle, People, PopSugar, WWD and other style arbiters, much of it teed up in advance. In all, the launch campaign generated 137 million on-target impressions through earned media, plus another 68 million impressions and 90 million shares and other engagements via social media. Videos continue to roll strong, at 130,000 views…and counting.

Oh baby!

 

For more information contact 360PR+.