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.


Secure coverage of the video

Increase views of the video

Increase sharing and engagement of the video

Increase awareness of the Sport Couture range


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

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