Holysmoke! was engaged by ASOS, through an introduction by creative agency Tongue, to drive coverage of their activation as part of Vogue Fashion’s Night Out 2013 (VFNO). A key responsibility of the PR campaign was to generate mainstream and industry press for the ASOS Wedding Chapel and use media interest to drive participation rates with customers on the night and on Facebook. Our timelines were tight, having been engaged only 10 days prior to the event but we were successful in creating widespread media attention.
We seized on key campaign messages from ASOS to compliment the pre and post coverage on the activation including the concept as a brand first and one of the most exciting and unique events for VFNO. We exceeded all campaign deliverables in a busy news period, including competing with the country’s election and subsequent change of government.
A key success of our PR campaign included securing news coverage across all three of the major networks, featuring on Ten Late News, Seven News and the Today Show on Channel Nine. Additionally we secured wide spread social media coverage through seeded from PR placements across major outlets such as Ragtrader, Mamamia Style, Scoopla from 2DAYFM and numerous fashion blogs. We kick started coverage by breaking the campaign with an exclusive story in The Australian, championed by fashion editor and influencer Glynis Traill-Nash.