In May 2006, casual loungewear brand So Low, based in LA, was only selling on the East Coast. The company looked into building a presence on the West Coast, but after conducting new research on the brand, it found that the age group it was targeting, 25 to 35, was too old.
So Low re-established the demographic as 13 to 25 year olds and tasked its PR director, Daisy Seferoglou, to focus efforts on the West Coast. Seferoglou founded Fashion Pulse PR mid-campaign and her agency acquired the account.
To connect with the demographic, Seferoglou sought to pitch and secure media placements and develop an aggressive celebrity outreach program that would garner nationwide coverage. She also worked with So Low on an interactive Web strategy for promotion and feedback.
So Low collaborated with the Susan G. Komen Breast Cancer Foundation, and Seferoglou pitched young celebrities to create a T-shirt - for free - for the charity. She conducted celebrity outreach for product placement as well.
The Web site (http://www.solowstyle.com/) was updated to include an interactive blog, and the company launched a MySpace page to promote discounts and host Q&A sessions with the head designer.
Media outreach included Web properties, as well as consumer print and trade publications.
The brand landed in major boutiques on the West Coast, where sales soared. Teen celebrities Ashley Tisdale and Ali Lohan designed T-shirts, and other stars wearing the clothing landed in various outlets.
"We always wanted to be more celeb-driven, and [Daisy] helped us achieve that," says Mike Bastegian, president of So Low. So Low shifted the initiative back in-house, but it continues outreach and celebrity placement efforts.
So Low shifted the initiative back in-house, but it continues outreach and celebrity placement efforts.
PR team: So Low and Fashion Pulse PR (both LA)
Campaign: So Low West Coast campaign
Duration: May 2006-ongoing
Budget: $1,500 a month