Lejaby Case Study
Challenge:
Kinross + Render was appointed to generate maximum exposure for the launch of Lejaby’s Autumn/Winter launch 2005 and to increase overall exposure of Lejaby in the media. Other key objectives were to assist in driving sales of Lejaby amongst key target audiences, to increase brand awareness of Lejaby and develop a consistent positioning amongst all target groups. Future challenges were also to launch Lejaby Rasurel cruise 2005/summer 2006-swimwear range.
Strategy:
A key component to the approach was to re-excite the media about Lejaby’s core values -pretty, classic, and French. The approach was to use the Autumn/ Winter collection and cruise swimwear launch to create a sophisticated and chic positioning for Lejaby within the media.
The strategy also centered on developing a resource to allow journalists to have immediate access to the Lejaby range.
K+R also recommended using tactical celebrity endorsement
Tactics:
A pro-active press office was developed incorporating sample service, desk visits to generate feature angles, and seasonal releases.
A bi-annual press preview of Lejaby’s S/S collection and Rasurel Cruise collection was organised.
The “must have” factor was achieved through celebrity placement.
Results:
K + R generated15.5 million “Opportunities To See” in women’s monthly magazines, national daily newspapers, women’s weekly magazines and regional media in the first three months of the campaign.
Press coverage included pictures of girl band “Girls Aloud” and Denise Van Outen, Billy Piper and Tina Hobley wearing Lejaby.
