American footwear brand Keds wanted to generate more awareness and conversation around their new Taylor Swift ‘Red Collection’ through leveraging their partnership with the global pop-idol around the worldwide Red Tour to connect with key fashion and lifestyle influencers and encourage buy-in from retailers.
We know that fans are driven by a desire to get closer to their idols and are always looking to gain insights into the lifestyle of these idols and to replicate this experience.
The activation allowed influencers from key retailers and leading fashion publications to connect with the brand and the star herself through a unique and unforgettable VIP experience.
We developed the creative experiential concept ‘In Taylor’s Shoes,’ giving key influencers from leading fashion and lifestyle publications and high street retailers the chance to step into the shoes of the pop-idol, ahead of her show at the O2. Guests were invited to an exclusive event at the newly opened, all-American Brooklyn Bowl at the O2, where they were treated to the ultimate VIP experience. From being escorted through crowds of screaming ‘Swifties’ by security, to receiving Taylor-style makeovers and even receiving their own riders in a specially created branded dressing room, guests were given an authentic insight into the life of one of the world’s biggest music artists.
The activation was a huge success, with key retail buyers and influencers from national and international fashion and lifestyle magazines given the chance to interact with the new Red Collection as part of a unique and unforgettable experience. In using Keds’ existing assets to generate more conversation and raise the profile of the new collection, the project proved once again that leveraging talent partnerships can be a hugely successful tool to generate awareness and buy-in in a highly crowded market.
The project proved that leveraging talent partnerships can be a hugely successful tool to generate awareness and buy-in.