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
Reference links
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