Saturday, July 7, 2018

Valdez Panama Hats Launch Campaign

T1 Advertising


Exponential Growth Formula.


The Objective:

VPH sought to partner with a major celebrity to spearhead their US Launch. They wanted the celebrity to be one of the world’s foremost stars, to appeal to a millenial trend conscious consumer audience, and to create a branded product that could spark the attention of high end retail/department stores.

The Strategy:

Thanks to our relationship with her, we were able to confirm Cara Delevgine for the campaign at a steal of a price. We then worked with VPH to design a hat attuned to Cara’s personal style and audience tastes and organized a viral US Launch campaign consisted of social media endorsement posts from Cara, supplementary digital media content and product imagery, and extensive campaign media coverage and packaging that could be utilized to spark the interest of prospective new retail partners for VPH.

The Result:

Within just weeks, we turned the heads of 30 million consumers directly towards VPH, garnered over 1 million new viewers of the company’s pages, attracted the attention of Colette in Paris which now sells VPH, and altogether boosted sales inquiries by more than 30,000 in a 3 month window.

Valdez Panama Hats Launch Campaign

Iván Medina


Exponential Growth Formula.


The Objective:

VPH sought to partner with a major celebrity to spearhead their US Launch. They wanted the celebrity to be one of the world’s foremost stars, to appeal to a millenial trend conscious consumer audience, and to create a branded product that could spark the attention of high end retail/department stores.

The Strategy:

Thanks to our relationship with her, we were able to confirm Cara Delevgine for the campaign at a steal of a price. We then worked with VPH to design a hat attuned to Cara’s personal style and audience tastes and organized a viral US Launch campaign consisted of social media endorsement posts from Cara, supplementary digital media content and product imagery, and extensive campaign media coverage and packaging that could be utilized to spark the interest of prospective new retail partners for VPH.

The Result:

Within just weeks, we turned the heads of 30 million consumers directly towards VPH, garnered over 1 million new viewers of the company’s pages, attracted the attention of Colette in Paris which now sells VPH, and altogether boosted sales inquiries by more than 30,000 in a 3 month window.

MeUndies Everyday Collection Campaign

T1 Advertising


Exponential Growth Formula.


The Objective:

To drive a major impact for their biggest collection launch of the year, MeUndies wished to partner with a large collective of today’s most important style influencers and blog channels. As opposed to focusing on a single audience, MeUndies wanted to establish their Everyday Collection as the new underwear product of choice for consumer audiences across the spectrum and use high-profile media to amplify and validate this trend to produce a long-term effect.

The Strategy:

To achieve MeUndies’ objective of producing a far-reaching brand movement, we assembled a broad coalition of today’s most important fashion influencers for women ages 18-35, whose style choices are emulated in today’s most respected fashion publications such as Vogue, WWD, and Refinery 29. In total, we assembled 15 top fashion bloggers and influencers who each shape the buying behavior/pubic perception of the different demographics MeUndies wanted to capture, including such stars as Adenorah (key in influencing the Paris Market), Jill Wallace (key in influencing the High Fashion New York), Taylr Anne (key in influencing the Young Hollywood), Rachel Nguyen (key in influencing the Asian Demographic), etc. During launch week, we produced over 100 pieces of captivating content which our influencers published across all channels (Instagram, Blogs, Facebook, and Twitter) to transform the Everyday Collection into the most conspicuous undies trend in every consumer market MeUndies wanted to hit. For the final blow, Forbes Magazine authentically published an article narrating and validating The Everyday Collection’s meteoric rise to prominence and citing our innovative influencer marketing model for the reason why.

The Result:

Through the precise recipe of our vast influencer coalition, the magnitude of campaign content, and the headline Forbes article we were able to dramatically exceed every one of MeUndies KPI’s and produce a brand movement that ignited exponential growth in every key market. The campaign was such a hit that it’s approach was later described as the gold standard in influencer marketing by Forbes.

MeUndies Everyday Collection Campaign

Iván Medina


Exponential Growth Formula.


The Objective:

To drive a major impact for their biggest collection launch of the year, MeUndies wished to partner with a large collective of today’s most important style influencers and blog channels. As opposed to focusing on a single audience, MeUndies wanted to establish their Everyday Collection as the new underwear product of choice for consumer audiences across the spectrum and use high-profile media to amplify and validate this trend to produce a long-term effect.

The Strategy:

To achieve MeUndies’ objective of producing a far-reaching brand movement, we assembled a broad coalition of today’s most important fashion influencers for women ages 18-35, whose style choices are emulated in today’s most respected fashion publications such as Vogue, WWD, and Refinery 29. In total, we assembled 15 top fashion bloggers and influencers who each shape the buying behavior/pubic perception of the different demographics MeUndies wanted to capture, including such stars as Adenorah (key in influencing the Paris Market), Jill Wallace (key in influencing the High Fashion New York), Taylr Anne (key in influencing the Young Hollywood), Rachel Nguyen (key in influencing the Asian Demographic), etc. During launch week, we produced over 100 pieces of captivating content which our influencers published across all channels (Instagram, Blogs, Facebook, and Twitter) to transform the Everyday Collection into the most conspicuous undies trend in every consumer market MeUndies wanted to hit. For the final blow, Forbes Magazine authentically published an article narrating and validating The Everyday Collection’s meteoric rise to prominence and citing our innovative influencer marketing model for the reason why.

The Result:

Through the precise recipe of our vast influencer coalition, the magnitude of campaign content, and the headline Forbes article we were able to dramatically exceed every one of MeUndies KPI’s and produce a brand movement that ignited exponential growth in every key market. The campaign was such a hit that it’s approach was later described as the gold standard in influencer marketing by Forbes.

Primark Boston Scaling Strategy

T1 Advertising


Exponential Growth Formula.


The Objective:

Primark, one of Europe’s largest fast fashion businesses on par with Zara and H&M, wished to expand rapidly in the United States, starting with their US flagship market in Boston. To create a workable model that could be replicated to other markets and scaled across the U.S., they asked T1 to grow them into one of the most prominent and recognizable brands in Boston through a 3 month all-encompassing campaign that consisted of live events, influencers, press, and digital marketing.

The Strategy:

We architected a well-rounded, coordinated 12-week strategy that consisted of 1 live influencer hosted event per week at Primark’s Flagship Boston Store, a series of over 10 digital endorsements per week by the influencer host between Instagram and Snapchat, 1 headline Boston media article per week, and targeted online syndication of the resulting content to on-target viewers in the Boston Market. Over the course of the 12-week campaign, we built a coalition of 12 of Boston’s top style influencer and 4 of Boston’s top media publications who all funneled their audiences towards Primark and cemented public perception of the brand as Boston’s #1 Fashion brand. As if this wasn’t enough, we syndicated the powerful influencer and media movement taking place behind Primark to Boston’s 673,000 population on a weekly basis until we completely saturated the Boston market and Primark became the most conspicuously popular fashion brand in Boston.

The Result:

Over the course of the 12-week campaign, we executed over 100 influencer social posts for Primark, delivered more than 20 dedicated media and blog articles on the brand, generated 1000’s of organic in store posts from Primark shoppers, and established recognition of the brand with nearly on-target viewer in Boston through our syndication. The direct result, was that we were able to increase brand awareness by an astounding 60% (as measured from methodical, highly regulated sample polls) and we ignited a powerful cultural movement for Primark which turned them into Boston´s clear leader and could be replicated to scale the brand in each new American market it ventured into.

Primark Boston Scaling Strategy

Iván Medina


Exponential Growth Formula.


The Objective:

Primark, one of Europe’s largest fast fashion businesses on par with Zara and H&M, wished to expand rapidly in the United States, starting with their US flagship market in Boston. To create a workable model that could be replicated to other markets and scaled across the U.S., they asked T1 to grow them into one of the most prominent and recognizable brands in Boston through a 3 month all-encompassing campaign that consisted of live events, influencers, press, and digital marketing.

The Strategy:

We architected a well-rounded, coordinated 12-week strategy that consisted of 1 live influencer hosted event per week at Primark’s Flagship Boston Store, a series of over 10 digital endorsements per week by the influencer host between Instagram and Snapchat, 1 headline Boston media article per week, and targeted online syndication of the resulting content to on-target viewers in the Boston Market. Over the course of the 12-week campaign, we built a coalition of 12 of Boston’s top style influencer and 4 of Boston’s top media publications who all funneled their audiences towards Primark and cemented public perception of the brand as Boston’s #1 Fashion brand. As if this wasn’t enough, we syndicated the powerful influencer and media movement taking place behind Primark to Boston’s 673,000 population on a weekly basis until we completely saturated the Boston market and Primark became the most conspicuously popular fashion brand in Boston.

The Result:

Over the course of the 12-week campaign, we executed over 100 influencer social posts for Primark, delivered more than 20 dedicated media and blog articles on the brand, generated 1000’s of organic in store posts from Primark shoppers, and established recognition of the brand with nearly on-target viewer in Boston through our syndication. The direct result, was that we were able to increase brand awareness by an astounding 60% (as measured from methodical, highly regulated sample polls) and we ignited a powerful cultural movement for Primark which turned them into Boston´s clear leader and could be replicated to scale the brand in each new American market it ventured into.

Zenith Watches, LVMH

T1 Advertising


Starter Influencer Movement Program.


The Objective:

To broaden the appeal of its luxury watches to exclusive high end consumer markets and stamp its brand as the luxe lifestyle watch of choice for today’s most iconic tastemakers.

The Strategy:

To achieve Zenith’s objective to appeal to an ultra exclusive set of high net worth buyer, we utilized our special relationship with the leading 5 star hotel resort chain in the world Aman Resorts to provide an ultra luxurious setting to display as the brand’s native environment and then engaged arguably today’s top Victoria Secret Angel Sara Sampaio to produce a sweeping series of endorsement photos and video posts on location stamping Zenith as her luxury watch brand of choice.

The Result:

We immediately achieved Zenith’s double objective of capturing the highest stratum of luxury good buyer and stamping their brand as the iconic luxury watch brand of choice, and even surpassed their exposure expectations by engaging over 4 million new potential customers and generating millions of unique impressions on the watches displayed within just weeks of the campaign.

Zenith Watches, LVMH

Iván Medina


Starter Influencer Movement Program.


The Objective:

To broaden the appeal of its luxury watches to exclusive high end consumer markets and stamp its brand as the luxe lifestyle watch of choice for today’s most iconic tastemakers.

The Strategy:

To achieve Zenith’s objective to appeal to an ultra exclusive set of high net worth buyer, we utilized our special relationship with the leading 5 star hotel resort chain in the world Aman Resorts to provide an ultra luxurious setting to display as the brand’s native environment and then engaged arguably today’s top Victoria Secret Angel Sara Sampaio to produce a sweeping series of endorsement photos and video posts on location stamping Zenith as her luxury watch brand of choice.

The Result:

We immediately achieved Zenith’s double objective of capturing the highest stratum of luxury good buyer and stamping their brand as the iconic luxury watch brand of choice, and even surpassed their exposure expectations by engaging over 4 million new potential customers and generating millions of unique impressions on the watches displayed within just weeks of the campaign.

French Connection

T1 Advertising


Starter Influencer Movement Program.


The Objective:

French Connection wished to run a cost-effective summer campaign that would catapult their new collection into the national spotlight and establish recognition of it as one of the most in-vogue and celebrated fashion collections of the summer.

The Strategy:

To achieve their objective within a small budget, we harnessed 4 of Fashion’s most elite and revered tastemakers (whom we procured for a fraction of their normal cost thanks to our relationships) including Victoria Secret Angel Gizelle Oliveria, Actress Ireland Baldwin (daughter of Alec Baldwin), fashion icon Lainy Hedeya, and supermodel Daniela Botero. We had each of these pivotal trendsetters produce a sweeping series of posts and content for French Connection to ignite highly visible summer trends for the brand in its 3 key markets of New York, Miami, and Los Angeles.

The Result:

We more than doubled French Connection’s audience and engagement KPI’s for the budget and singlehandedly set off buying trends for their new collection in each of French Connection’s target markets. Taken in aggregate, the collection became one of summer 2017’s most in vogue and culturally trending collections and very noticeably elevated the caché factor of the brand.

French Connection

Iván Medina


Starter Influencer Movement Program.


The Objective:

French Connection wished to run a cost-effective summer campaign that would catapult their new collection into the national spotlight and establish recognition of it as one of the most in-vogue and celebrated fashion collections of the summer.

The Strategy:

To achieve their objective within a small budget, we harnessed 4 of Fashion’s most elite and revered tastemakers (whom we procured for a fraction of their normal cost thanks to our relationships) including Victoria Secret Angel Gizelle Oliveria, Actress Ireland Baldwin (daughter of Alec Baldwin), fashion icon Lainy Hedeya, and supermodel Daniela Botero. We had each of these pivotal trendsetters produce a sweeping series of posts and content for French Connection to ignite highly visible summer trends for the brand in its 3 key markets of New York, Miami, and Los Angeles.

The Result:

We more than doubled French Connection’s audience and engagement KPI’s for the budget and singlehandedly set off buying trends for their new collection in each of French Connection’s target markets. Taken in aggregate, the collection became one of summer 2017’s most in vogue and culturally trending collections and very noticeably elevated the caché factor of the brand.

Bebe: Coachella Takeover

T1 Advertising


Starter Influencer Movement Program.


The Objective:

Bebe Clothing wished to skyrocket their presence, online sales, and perceived brand status during the Coachella Music Festival of 2016.

The Strategy:

We harnessed 4 of the Coachella Music Festival’s most influential trendsetters for Coachella goers- Rocky Barnes, Bryana Holly, Olivia Brower, and Lacey Claire Rodgers- all of which emphatically crowned Bebe as their Go-To brand for Coachella 2016 in front of thousands of patrons at the festival in real time as well as digitally through a series of 12 collective endorsement posts on Instagram (split evenly between the influencers) engaging a cumulative audience of more than 3 million onlooking consumers.

The Result:

The campaign swiftly established Bebe as the official brand of choice at Coachella 2016, drove more than a 1 million new viewers into Bebe’s digital ecosystem during the first weekend of the festival alone, and significantly elevated Bebe’s stature within the bohemian/boho market.

Bebe: Coachella Takeover

Iván Medina


Starter Influencer Movement Program.


The Objective:

Bebe Clothing wished to skyrocket their presence, online sales, and perceived brand status during the Coachella Music Festival of 2016.

The Strategy:

We harnessed 4 of the Coachella Music Festival’s most influential trendsetters for Coachella goers- Rocky Barnes, Bryana Holly, Olivia Brower, and Lacey Claire Rodgers- all of which emphatically crowned Bebe as their Go-To brand for Coachella 2016 in front of thousands of patrons at the festival in real time as well as digitally through a series of 12 collective endorsement posts on Instagram (split evenly between the influencers) engaging a cumulative audience of more than 3 million onlooking consumers.

The Result:

The campaign swiftly established Bebe as the official brand of choice at Coachella 2016, drove more than a 1 million new viewers into Bebe’s digital ecosystem during the first weekend of the festival alone, and significantly elevated Bebe’s stature within the bohemian/boho market.

L’Officiel Magazine & The Ritz Carlton Istanbul

T1 Advertising


Advertising and Editorial Production.


The Objective:

L’Officiel Magazine was looking for ways to generate more native advertising incentives that would steer top luxury brands in travel and leisure to create native advertising in their L’Officiel Voyage edition.

The Strategy:

We teamed up with Victoria Secret Angel Sara Sampaio to elicit widespread luxury hotel buy-in requests and eventually decided to shoot the story featuring the breathtaking Ritz Carlton Istanbul Hotel. Our world class production team led by star photographer Mehmet Erzincan produced an iconic shoot showcasing Sara’s aspirational experience from atop the Ritz’s penthouses looking down over the Bosphorous. Simultaneously to our production, Sara amplified the entire collaboration’s visibility with a stream of dedicated behind the scenes content and endorsement posts to an onlooking audience of more than 4 million real time viewers.

The Result:

We produced one of L’Officiel Voyage’s most famous stories with perhaps the biggest supermodel to ever grace their pages, created a signature social media event led by Sara that took the story viral, and secured a major new account for our client L’Officiel in the world renown Ritz Carlton Istanbul.

L’Officiel Magazine & The Ritz Carlton Istanbul

Iván Medina


Advertising and Editorial Production.


The Objective:

L’Officiel Magazine was looking for ways to generate more native advertising incentives that would steer top luxury brands in travel and leisure to create native advertising in their L’Officiel Voyage edition.

The Strategy:

We teamed up with Victoria Secret Angel Sara Sampaio to elicit widespread luxury hotel buy-in requests and eventually decided to shoot the story featuring the breathtaking Ritz Carlton Istanbul Hotel. Our world class production team led by star photographer Mehmet Erzincan produced an iconic shoot showcasing Sara’s aspirational experience from atop the Ritz’s penthouses looking down over the Bosphorous. Simultaneously to our production, Sara amplified the entire collaboration’s visibility with a stream of dedicated behind the scenes content and endorsement posts to an onlooking audience of more than 4 million real time viewers.

The Result:

We produced one of L’Officiel Voyage’s most famous stories with perhaps the biggest supermodel to ever grace their pages, created a signature social media event led by Sara that took the story viral, and secured a major new account for our client L’Officiel in the world renown Ritz Carlton Istanbul.

Nomo Soho Hotel, New York

T1 Advertising


Celebrity Headlined Event Organization and Production.


The Objective:

The Nomo Soho Hotel wished to plan a celebrity headlined, media covered event to ignite consumer traffic and overall brand presence during NY Fashion Week, February 2016. Despite the fact the Nomo Soho only had a limited budget, they still wished to create a tremendous impact amongst fashion week patrons as well as in the associated press, and put their faith in us to devise an ultra cost-effective method to pull it off.

The Strategy:

In order to secure the support of a few prominent celebrities (whose presence in turn would attract the media coverage the Nomo Soho desired) we organized a live photo exhibition of the latest works of a trending fashion photographer Bryce Thompson which strategically featured many of today’s most coveted pop icons and supermodels in the actual display images. Since these stars gave their consent to be featured and were therefore tied to the event naturally, we were able to garner the organic support of celebrities such as Emily Ratajkwoski, Sara Sampaio, Devon Windsor, who came to pose next to their images and create a press spectacle.

The Result:

The event was filled to the rafters with leading press publications (including People Magazine and the NY Post) covering the exhibition and the carousel of stars such as Sara Sampaio and Emily Ratajkowski passing through. It attracted an elite crowd of 500 patrons, generated an avalanche of media coverage and social media coverage, and ignited perception of the Nomo Soho as the new hot celebrity hot bed during NY Fashion Week, a perception which helped them significantly increase their sales and occupancy rate through the rest of 2016.

Nomo Soho Hotel, New York

Iván Medina


Celebrity Headlined Event Organization and Production.


The Objective:

The Nomo Soho Hotel wished to plan a celebrity headlined, media covered event to ignite consumer traffic and overall brand presence during NY Fashion Week, February 2016. Despite the fact the Nomo Soho only had a limited budget, they still wished to create a tremendous impact amongst fashion week patrons as well as in the associated press, and put their faith in us to devise an ultra cost-effective method to pull it off.

The Strategy:

In order to secure the support of a few prominent celebrities (whose presence in turn would attract the media coverage the Nomo Soho desired) we organized a live photo exhibition of the latest works of a trending fashion photographer Bryce Thompson which strategically featured many of today’s most coveted pop icons and supermodels in the actual display images. Since these stars gave their consent to be featured and were therefore tied to the event naturally, we were able to garner the organic support of celebrities such as Emily Ratajkwoski, Sara Sampaio, Devon Windsor, who came to pose next to their images and create a press spectacle.

The Result:

The event was filled to the rafters with leading press publications (including People Magazine and the NY Post) covering the exhibition and the carousel of stars such as Sara Sampaio and Emily Ratajkowski passing through. It attracted an elite crowd of 500 patrons, generated an avalanche of media coverage and social media coverage, and ignited perception of the Nomo Soho as the new hot celebrity hot bed during NY Fashion Week, a perception which helped them significantly increase their sales and occupancy rate through the rest of 2016.

Friday, July 6, 2018

Amant New York

T1 Advertising


End to End Brand Development and Scaling


The Objective:

The designer of Amant New York came to us with an innovative tie drop jewelry piece and asked if we we could develop a full brand around it that would be high end, stand for an aspirational ideal larger than just the piece itself, and be embraced by the high fashion world.

The Strategy:

We conceptualized, refined and rolled out the entire brand development and scaling strategy for Amant New York. First, we took the tiedrop piece and transformed it into a symbol of effortless class and subtle distinction, giving the brand higher significance and appeal than just it’s product.

Then, based off the known style interests and pre-dispositions of our high fashion target audience in New York, we designed and produced a distinct visual DNA for the brand that would highly resonate with their tastes. Armed with a value proposition and a visual imprint which were perfectly synchronized with the tastes of our target audience, we then brought the brand vividly to life through premium website, social media channels, and fully-customized E-Store designs. Once the brand was launched, we implemented an ultra-cost effective Influencer and Facebook ad strategy to scale our audience and achieve our monthly targets for engagement and consumer conversion.

The Result:

From the development angle, we built every aspect of the framework (the brand concept, value proposition, marketing message, visual DNA, social media, website, and take-to-market plan) that would bring our client’s vision to life. Currently, Amant has a beautiful, coherent brand image and narrative that epitomizes its founders ideals and is being highly embraced by the New York fashion world. From the scaling angle, with a very small budget we were able to scale Amant up to 30,000 on target followers within just the first 45 days of the brand’s launch and drove thousands of early adopters, well-exceeding even our most ambitious goals.

Amant New York

Iván Medina


End to End Brand Development and Scaling


The Objective:

The designer of Amant New York came to us with an innovative tie drop jewelry piece and asked if we we could develop a full brand around it that would be high end, stand for an aspirational ideal larger than just the piece itself, and be embraced by the high fashion world.

The Strategy:

We conceptualized, refined and rolled out the entire brand development and scaling strategy for Amant New York. First, we took the tiedrop piece and transformed it into a symbol of effortless class and subtle distinction, giving the brand higher significance and appeal than just it’s product.

Then, based off the known style interests and pre-dispositions of our high fashion target audience in New York, we designed and produced a distinct visual DNA for the brand that would highly resonate with their tastes. Armed with a value proposition and a visual imprint which were perfectly synchronized with the tastes of our target audience, we then brought the brand vividly to life through premium website, social media channels, and fully-customized E-Store designs. Once the brand was launched, we implemented an ultra-cost effective Influencer and Facebook ad strategy to scale our audience and achieve our monthly targets for engagement and consumer conversion.

The Result:

From the development angle, we built every aspect of the framework (the brand concept, value proposition, marketing message, visual DNA, social media, website, and take-to-market plan) that would bring our client’s vision to life. Currently, Amant has a beautiful, coherent brand image and narrative that epitomizes its founders ideals and is being highly embraced by the New York fashion world. From the scaling angle, with a very small budget we were able to scale Amant up to 30,000 on target followers within just the first 45 days of the brand’s launch and drove thousands of early adopters, well-exceeding even our most ambitious goals.