Background

Björn Borg teamed up with fashion and music icon Xu Box to create a unique and memorable video promoting the release of the limited edition Sport Couture collection. The video features multi-talent Mimi Xu and illustrator and artist Maily Beyren showcasing Björn Borg’s Sport Couture fashion range.

Objectives


Secure coverage of the video



Increase views of the video



Increase sharing and engagement of the video



Increase awareness of the Sport Couture range


Strategy

Viral Seeding put together a strategy which consisted of influencer product reviews with features across blogs, Instagram and YouTube supported by promotion of the brand film on YouTube to a highly targeted audience.


Researching and putting together an extensive list of target blogs and websites



Drafting an outreach template which included key campaign information



Individually contacting blogs and websites to sell in the story



Arranging placements on high traffic, influential blogs and websites



Regular monitoring for new coverage and researching breaking news stories to encourage inclusion of the video



Daily reporting and final project evaluation


Campaign Results


40 pieces of coverage secured, reaching over 25,000,000 monthly unique visitors



Coverage secured on respected fashion blogs including Pause, Attitude, The You Way and Proper



Coverage secured high traffic marketing and advertising sites including Adweek and Fast Company


Highlights & coverage

Work with us

Get in touch with Viral Seeding to see how we can amplify your campaign