Ecco x Copenhagen Fashion Week
BACKGROUND.
As a Danish heritage brand, ECCO created a bespoke activation during Copenhagen Fashion Week to spotlight their latest collaboration with RAL7000STUDIO. During the AW24 showings, ECCO had the opportunity to collaboration with beloved Australian fashion influencers and media that attended CPHFW with an invitation to ECCO's brand studio for a back-to-back programme of design conversations, installation unveilings and a hands-on hackathon where quests reimagined the collaboration shoes with natural dyes, graphic stencils, airbrush techniques and more. The participation of ECCO Australia resulted in forming strong relations with not only the country's most sought after talent but key media as well.
CLIENT OBJECTIVES.
Establish an Australian Presence in Global Activations
Leverage Australia’s unique cultural identity and market potential to create a strong representation in global initiatives. This includes incorporating Australian perspectives, themes, and contributions into broader campaigns to ensure they resonate locally while aligning with global strategies. Utilize this opportunity to highlight Australia’s distinct appeal, further enhancing the global activation’s diversity and reach.
Foster Strategic Partnerships with Australian Content Creators and Media
Build authentic and mutually beneficial relationships with prominent Australian influencers, content creators, and media outlets. Collaborate with individuals and platforms that align with the brand's values and target audience to amplify messaging. This includes co-creating engaging content, hosting exclusive events, and maintaining ongoing communication to nurture lasting partnerships.
Enhance ECCO’s Visibility within the Australian Market
Develop and execute targeted strategies to increase ECCO's brand recognition and positive association within Australia. This involves securing impactful media coverage across traditional and digital platforms, utilising tailored storytelling that emphasises ECCO's unique qualities and global prestige. Additionally, consider region-specific activations and campaigns that directly address the interests and needs of Australian consumers.
OUTCOMES.
The Copenhagen Fashion Week campaign achieved exceptional results, generating 26 pieces of coverage and reaching an audience of 1,808,820 across various media and social channels. This impressive performance contributed to the brand's most successful month to date, with the business-as-usual (BAU) activities in August yielding 50 clippings and a remarkable overall reach of 43,315,675.
In addition to these measurable outcomes, the campaign fostered valuable relationships with key media professionals and content creators. Notably, Journalist Sarah Noonan and influencers Victoria Burns and Caroline Groth have become enthusiastic advocates of the ECCO brand, underscoring the campaign's long-term impact on brand perception and engagement.
