Project: DONNA IDA for Jaeger
PROJECT DESCRIPTION: In 2016, DONNA IDA collaborated with Jaeger to create a capsule collection. Working with Jaeger’s in-house PR team, we created a strong PR campaign to launch the collection with an all day event in their flagship store on Kings Road. We combined media lists, influencer and VIP lists to create an epic event. Ahead of the launch press coverage was secured in Stylist, Daily Telegraph and Telegraph Magazine, YOU, Hello Fashion Monthly, Tatler, Marie Claire, Daily Mail, The Pool, InStyle and ITV Lorraine.
EVALUATION: DONNA IDA for Jaeger Launch attracted 40 attendees for the VIP launch. Combined social media numbers from the shared accounts were 733,540 Instagram followers – and 239,096 Twitter followers. Product placement of the iconic denim jumpsuit with Holly Willoughby and Lisa Snowdon resulted in a huge boost in sales after they shared on Instagram. The store doubled predicted sales for the day with 150 new customers over the course of the day. Print press coverage alone exceeded a PR Value of £200,000 with circulation in excess of 6 million. In the evening, hundreds of readers of Hello Fashion Monthly packed the store to hear Jill Wanless in discussion with Donna Ida Thornton.