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The Launch of Kate Spade New York EDP in Australia

Shot against the iconic New York City skyline, the campaign highlights the brand’s anything-is-possible mentality. Founded in Manhattan in 1993, Kate Spade New York reflects the optimism and sophistication of lives lived joyfully. Actress and dancer Maddie Ziegler stars as the face of the Kate Spade New York fragrance, bringing her colorful femininity to the campaign.

Kate Spade New York is a feminine fragrance, full of the energy and grace the brand embodies. Perfumer Marie Salamagne (Firmenich) pays tribute to the colorful and carefree nature of a wild strawberry.

OBJECTIVES

  • Execute a highly visible event for the new fragrance.
  • Position the new fragrance as the iconic signature fragrance for the brand as Kate Spade New York.
  • Continue to seed ongoingly to ensure consumers are considering Kate Spade as their brand choice.
Credit: Studio La Tessa

PRESS POP-UP EVENT

What better place to hold this than the shopping capital of Sydney Pitt St Mall. Our guests were invited to a light breakfast filled with refreshing juices, strawberry fruit bowls while they listened to a short presentation, introducing the new Kate Spade New York fragrance in the consumer pop up store.

In keeping with the Kate Spade theme, we partnered with the renowned Sydney cake specialist KOI Dessert, who created a delightful and inspired gourmet cake with the key fragrance notes; from the intense floral heart note of rose essence combined with sweet wild strawberries. Too delicious to eat in one go!
Credit: KOI Dessert Bar
The press and KOL's had the option to have a Kate Spade fragrance personalised for themselves or someone special.
Credit: The iNGk Studio
Editors and influencers were invited to a photo opportunity within the iconic Kate Spade emblem “the spade” and take a moment for them to “Make it about them.”

Credit: Photographer: Studio La Tessa @studiolatessa

SOCIAL MEDIA AMPLIFICATION

Specifically for the launch, we engaged with three well-known Australian influencers to amplify our reach and awareness across 3 months. We created an IG filter for all influencers to utilise across the campaign months.

Each influencer attending the press event, posting live content on the day to drive awareness across their communities through different content; posts, IG Stories, Live streams.

They then moved into consideration across three months, driving to our key retailers both instore and online.

Francesca Hung

@francsecahung       Followers: 151K

Credit: Photographer: Studio La Tessa @studiolatessa

Nadia Fairfax

@nadiafairfax       Followers: 193K

Credit: Photographer: Studio La Tessa @studiolatessa

Georgia May Davis

@georgiamaydavis       Followers: 18.6K

COVERAGE

With over 30 guests attending over three days, we reached:

7.5M across digital and print publications
36.9K reach +411% increase vs PP
+2000% impressions vs PP

Source: Brandwatch May 2021 vs April 2021

Ongoing exclusive mentions and stories were achieved in key titles:
Credit: Marie Claire Print Edition

Credit: Photographer: Studio La Tessa @studiolatessa

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