Swatch | Collins Street Launch
iD Collective was appointed to launch Swatch’s new flagship store on the Paris end of Collins Street, Melbourne with a multi-faceted communications campaign. As part of the store launch activity – manage event guest list, media relations and talent management to showcase the brand's latest Art Journey x Tate Gallery collaboration and interactive immersive ‘maze’ experience where each turn revealed a new garden of Swatch's artistic Art Journey timepieces.
To bolster the PR launch, iD strategically implemented a paid talent campaign engaging with 4x Melbourne-centric influencers within sport, art and fashion that reflect Swatch’s brand ethos to encourage store foot traffic and promote the latest timepiece drops - Art Journey x Tate Gallery and Power of Nature.
As part of the campaign the paid talent was required to partake in relevant editorial opportunities, attend the event and generate a suite of content - this included Darcy Moore, Tyde Levi, Shayne Tino and Jess Alizzi.
CLIENT OBJECTIVES
Engage 4x talent who align with Swatch’s ethos and brand creativity with an engaged Melbourne audience of over 3%.
Generate social conversation and sales conversion with the support of paid talent activity.
Engage talent to generate additional editorial outcomes – creatively a brand ‘halo’ effect off the back of talent’s profile.
Generate reach across media and social with the support of talent attending the event and posting about the activation and brand itself.
OUTCOMES
2x talent media opportunities secured - full share-of-voice piece in VOGUE Australia with Tyde Levi and Darcy Moore profile within Herald Sun, Confidential with key Swatch messaging.
440,000 generated in editorial reach and $88,000 in Editorial PR Value.
17x social clippings generated from the 4x paid talent
477,658 in social reach achieved with over 30% of audiences Melbourne targeted organically.
8.78% combined engagement rate – surpassing Swatch global engagement benchmark of 3%.
SHAYNE TINO
Fashion influencer, Shayne Tino to create a dynamic ‘Power of Nature’ inspired reel on the night. The highly produced creative highlighted the extension of the brand via the below content outcomes:
1x Reel
3x Instagram Stories
TALENT CONTENT DELIVERABLES
DARCY MOORE
The Collingwood Captain attended the Swatch opening as a major guest. Flying solo, Darcy worked the room and was the ultimate addition to the evening. His presence alone sparked media interest resulting in an influx of media attendance. Deliverables included:
1x Reel
1x Instagram Story
1x Herald Sun print article on Darcy and Swatch
JESS ALIZZI
Matcha-brand owner and fashion influencer Jess Alizzi attended the evening at Swatch and stayed for the entire time, taking gorgeous Instagram content for herself and other content creators – sharing the following on her profile:
1x Instagram post with two frames
6x Instagram Stories
TYDE LEVI
Musician and brother of Grammy award winner Troye Sivan, Tyde Levi attended the Swatch event in ultimate VIP style producing the following assets.
1x Vogue opp Photo-Diary on Tyde's night out with Swatch
1x Instagram post with three frames
3x Instagram Stories