Fitbit x Ten Pieces

Challenge:

Fitbit is the global leader in connected health and fitness technology. The objective was to position two new Fitbit devices (Alta and Blaze) as fashion accessories and reinforce the brand’s commitment to promoting a culture of health and fitness, while leveraging the current popularity of athleisure as a major fashion trend.

Solution:

In addition to a comprehensive influencer seeding and product placement campaign, we developed a unique experience and content partnership in collaboration with street fashion label Ten Pieces, designed by Maurice Terzini and Lucy Hinkfuss. The Ten Pieces fashion show held at Icebergs in Bondi was the highlight of Mercedes Benz Fashion Week Australia (MBFWA) in 2015 so the partnership was guaranteed to create instant talkability and fashion credibility.

Results:

The highlight of the partnership was an art film called 10,000 Steps X Ten Pieces. The film showcases how Ten Pieces’ clothing gives people freedom of movement while encouraging a healthy, active lifestyle – illustrated by pairing its chic designs with the latest popular activity trackers from Fitbit. Directed by Paola Morabito with creative direction by Mark Vassallo, the film expresses this theme through a combination of activities including running, walking and dance moves like jookin, krumping and parkour. With a backdrop of dramatic sand-dunes, five models and dancers move freely in Ten Pieces clothing while they track their activity on Fitbit® devices and strive to achieve 10,000 steps. The film made its debut as the ‘opening act’ at the Ten Pieces MBFWA show attended by 400 elite fashion media and influencers before it was used as the main content piece to drive a digital and traditional media campaign.

Isabella Blow Foundation

Challenge:

The Woolmark Company needed a unique way to promote their annual Wool Week event. Wool Week aims to create awareness for the use of Australian merino wool in high-end fashion.

Solution:

The Isabella Blow collection is one of the most important fashion collections of the 20th century. It includes the world’s largest privately owned collection of Alexander McQueen pieces, many of which are made from Australian merino wool. Baker Brand developed the creative concept, negotiated sponsors and brokered the deal to bring the Isabella Blow Collection to Sydney to promote Wool Week in May 2016. The roll-out includes a 100 piece exhibition at the Powerhouse Museum titled Isabella Blow: A Fashionable Life which runs between May 13 and August 28, 2016, a pop-up exhibition in Westfield Sydney and a media tour to Australia by the Hon Daphne Guinness to open the exhibition. This was the first time that the Isabella Blow Collection had been exhibited outside the UK.

Result:

Isabella Blow: A Fashionable Life is one of the highlight Museum exhibitions in NSW during 2016 with projected visitation of 100,000. To date publicity supporting this project has delivered 30,270,700 unique views and feature stories in titles including VOGUE Australia, The Australian, Sydney Morning Herald, Daily Telegraph, Sunday Telegraph, The Sun Herald, Sunday Style, VOGUE US, Huffington Post, Sydney evening news bulletins.

Testimonial:

“The Isabella Blow Foundation and Daphne Guinness’s team could never have achieved what we did without Tracy Baker. Taking a large part of the Isabella Blow Collection to Australia and staging an exhibition over there was logistically complicated, but the experience was eased by Tracy and her team’s guidance and oversight. Tracy’s extensive understanding of the fashion world, coupled with her unique business mind, was invaluable to the exhibition we staged at The Powerhouse Museum, named Isabella Blow : A Fashionable Life and much appreciated by our team. She was active and present from the conception of the exhibition, to its opening. Tracy conscientiously addressed any questions we had throughout, and worked to ensure we felt reassured and comfortable with every aspect of it: from the installation to the numerous press engagements involved. Both the collection, and we, were in safe and competent hands during our time in Sydney”. Isobel Gorst, Managing Director – The Isabella Blow Foundation, London

Nicole Warne & Westfield

130723 Westfield-Shot2-037-5mg.jpg

Challenge:

Westfield had a big reach objective but limited budget to launch the Spring/Summer 2013 fashion season.

Solution:

Nicole Warne (www.GaryPepper.com) had 1,000,000 followers on Instagram but no mainstream media exposure. We negotiated a partnership that gave Westfield exposure to Nicole’s fan base and gave Nicole national media exposure to build her brand further. This was an integrated campaign including video, advertising, multiple public appearances, digital and social media.

Result:

18,830,322 impressions. Westfield gained access and credibility to Nicole’s audience. Nicole was part of a mainstream media campaign which substantially increased her reach and bankability.

Testimonial:

“Baker Brand have created, collaborated and delivered our best fashion and beauty programs consistently for more than 8 years. Their creative flair, fashion sensibility, attention to detail and ability to deliver exceptional events and experiences have set a benchmark for our business”. John Batistich – Director of Marketing, Scentre Group (owners of Westfield malls in Australia)

Launch of Williams-Sonoma, Inc

Challenge:

Williams-Sonoma, Inc. launched retail stores and e-commerce for Williams-Sonoma, Pottery Barn, Pottery Barn Kids and West Elm in Australia in 2013 in the first stage of the company’s global expansion. Baker Brand were appointed to provide cultural counsel and develop and execute the communications strategy and all media relations within the Australian market. There was no advertising budget so public relations outreach was the sole means of media exposure.

Solution:

• Stage 1 (One year prior to launch) - Baker Brand worked with the US team to provide market insights and develop marketing communications strategy and product mix to suit the Australian market - so similar and yet so different to the US market.

• Stage 2 (Six months prior to launch) - Brand awareness and education. This involved mass media outreach via magazine, newspaper and TV to educate the media and consumers about the four Williams-Sonoma, Inc. brands in preparation for the brand’s launch as well as launching e-commerce. There were also briefings to media and trade (interior designers, architects and chefs) to act as brand advocates and for trade sales.

• Stage 3 (Launch). This involved outreach to short lead media including bloggers, TV, print and digital media as well as the launch of an Australian-based social media campaign which was adapted from the US model for the local market. There were a series of media previews and events in-store and outdoor experiential.

Results:

 $4.7m EAV delivered at launch. This included feature stories in all major interiors and food magazines and digital media as well as 9 TV segments on Current Affairs and TV news. A further 18 stores were rolled out across 2013-15.

Testimonial:

“Partnering with Baker Brand was the most strategic decision we made about our entry into Australia.  Tracy Baker and her team crafted a marketing and publicity plan that introduced our brands into the market whilst also localising our voice and our messaging.  As a result, our launch in Sydney could not have been a bigger success and the impact on sales was evident.  Tracy consistently provided us with her sage advice and world class service and we are better because of it.  With many agencies you don’t get the engagement from the principal of the business but that was not the case with our relationship with Baker Brand.  Tracy was with us on every call, every meeting, every step of the way, ensuring that we stayed on course and delivered against our plans.  What a privilege and journey it has been”. - Leigh Oshirak - Senior Vice President Brand Marketing and Public Relations, Pottery Barn.

Bonds Birthday Project

Challenge:

Agency Clemenger BBDO commissioned Baker Brand to develop a mass media idea to motivate Australians to participate in the Bonds Birthday project.

Solution:

Baker Brand connected Bonds with 10 famous Australians including Dame Edna, Margaret Fulton and Gurrumul, together with Bonds ambassadors Sarah Murdoch and Pat Rafter. A photographic image of the talent created by artist Daren Sylvester was used as the centrepiece to launch a mass media publicity campaign, media event and digital campaign.

Result:

  • On day one of launch the campaign web site had more than 80,000 hits and was the highest-ranking twitter subject for two consecutive days.
  • The Bonds Birthday Project was recognised as the most successful multi-media campaign of 2012 by leading industry body Mumbrella.

Testimonial:

‘Congratulations on what was a brilliant campaign! Your efforts have restored my faith that there is good PR out there who can deliver outstanding results. I’m sure Bonds and Clemenger BBDO must be chuffed. Well done – you are unique and I’m sure worth every penny”. Claude Morello, Agent for Barry Humphries.

 

Derek Blasberg X Westfield

Challenge:

Westfield’s A/W 2015 campaign theme was ‘fashion obsessed’. We were challenged with a way to deliver that message, drive mass media and social sharing and draw consumers to westfield.com.au.

Solution:

Derek Blasberg is famous due to his access and the digital content he creates about the world’s most fashion obsessed people. He is also relatively unknown across Australian mass media and therefore a fresh talent for media. This was an integrated campaign involving video content digital, publicity, consumer and VIP events, integration in VAMFF and tour to Australia.

Result:

DPS in GQ, Harper’s Bazaar, Sunday Style and the Weekly Review; 4 minute interview on Kyle and Jackie O; coverage in VOGUE Australia, 10 Magazine, Oyster, Pages digital, The Sunday Telegraph, the Sunday Age, Sunday Herald Sun, Adelaide Sunday Mail, news.com.au, 7 minute segment on Fashion Bloggers reality TV show. Total eyeballs 6,900,000.

Testimonial:

“To the classiest woman in Australia. Thank you for bringing me down under and for being so utterly fabulous!”  Derek Blasberg

Barbie’s 50th Anniversary

Challenge:

Mattel wanted a low cost way for Barbie to re-affirm her fashion positioning on her 50th birthday.

Solution:

We partnered Barbie with cult fashion brand Scanlan and Theodore. The partnership added weight to Scanlan’s pop-culture credibility and provided a unique platform to drive media and store traffic. This was a publicity campaign driven by an activation which saw Barbie model the winter 2009 fashion collection. Barbie walked a Barbie-size runway wearing miniatures of the collection while Ken dolls posed as photographers at the end of the runway.

Result:

Barbie reached a fashion audience in a new way, $1.4mEAV delivered.

Testimonial:

“Baker Brand is quite unique. You combine the commercial with the creative to deliver outstanding results. Thank you for your talent and for the attention to detail, professionalism and passion you demonstrated to deliver an outstanding launch during Barbie’s 50th anniversary”. Amanda Allegos - Senior Brand Manager, Mattel

 

Saba Denim X Scott Schuman Launch

Challenge:

SABA needed to way to generate press for its new denim line.

Solution:

The then newly famed street-style photographer, Scott Schuman, creator of www.thesartorialist.com was engaged to photograph 10 real people on the streets of Melbourne in keeping with his street portraiture style. Consumer and media interest in Schuman was high; the timing was pitch perfect.

Campaign scope:

The images ran as a digital campaign, point of sale, EDM, in publicity and as a street gallery in a Melbourne laneway.

Results:

Instant talk-ability for SABA, as well as coverage across magazines, newspapers and on-line. The partnership featured in a BBC documentary on fashion bloggers as a pioneering campaign in blogger brand advocacy. Scott Schuman went on to adapt the concept for Burberry’s Art of the Trench campaign.

Testimonial:

“The brand advocacy with Scott Schuman was a unique way for us to tell the story of the SABA brand and to gain awareness amongst a younger digitally connected audience. We were very happy with all the creative elements as well as the amount and quality of publicity generated. Above all, the campaign combined both creative and commercial elements which is essential for our business”. Andrew Michael - CEO Apparel Group