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BRIEF
Launch a capsule range of dresses designed by Lily Allen for New Look called Lily Loves in the UK and Europe. |
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RESPONSE
Biss Lancaster devised a strategy that communicated the range as clothing to suit women of all shapes and sizes creating a point of difference from other high street celebrity ranges. |
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ACTIVITY
The PR plan incorporated a London launch event, a dress signing in Manchester and a consumer microsite plus a high impact media plan including broadcast, digital and print titles. |
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RESULT
Website hits equalled 310,557 and doubled New Look’s on-line database. Over 400 guests attended the launch party and 150 fans attended the signing in Manchester. 230+ pieces of coverage equalling over £17million worth of coverage. Dresses sold out the first day of sale. |
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