Influencer Event Activation to Generate Product Launch Buzz
To introduce Dark and Lovely’s new Au Naturale Anti-Breakage collection to short lead media in an interactive way, generate media impressions and word of mouth, reinforce Dark and Lovely as the #1 natural styling brand for women of color and leverage key spokespeople, an engaging media launch event was hosted in New York City.
Event Elements:
- Integrated key influencers Marsha Ambrosius and Chef Roble, among others, to excite press and generate media impressions
- Specifically engaged Marsha to drive honest, authentic conversation about the launch and brand, as she’s a real user of the products
- Drove social media engagement by encouraging guests to use a customized hashtag to receive a printout of their Instagram photos via our InstaPrint station
Key Post-Event Outreach:
- Distributed multimedia launch announcement press release via PR Newswire
- Serviced post-event influencer images to celebrity, entertainment and lifestyle outlets
- Followed up with event attendees to secure coverage and pitched wide to all relevant outlets that were unable to attend
Results:
- Over 100 media representatives attended the event
- Secured more than 300 mentions on social media channels
Generated 97,000,000+ million impressions to-date.
