ACAI Outdoorwear
The Brief:
ACAI Outdoorwear tasked The Strong Agency with launching the brand’s new identity. The women’s outdoorwear business had established a loyal social media following. It was, however, at the time of Strong’s appointment, largely unknown to the media. The business required a PR and communications strategy that would elevate the profile of the brand, promote ACAI Outdoorwear’s technical, performance and style benefits, and support the business’s growth.
Our Strategy:
Drawing on the team’s extensive retail and lifestyle PR expertise, working with clients including Marks & Spencer, Very, La Redoute, and GEOX, The Strong Agency devised a powerful, integrated strategy that would see ACAI Outdoorwear not only included in key media features but lead them.
Activity encompassed highly targeted product placement, ambassador and founder profiling, news generation, influencer marketing, trade activity and the delivery of a full-service press office and sample room service.
Amongst the many highlights was The Strong Agency’s ‘Alfreshco’ campaign, a news story that effectively hijacked the news and social agenda driving extensive national and consumer media headlines.
The Results:
The results of the campaign were transformational with over 60 features enjoyed in top tier titles and with a combined 650M OTS. Standout coverage included Grazia, The Guardian, The Mail Online, The Huffington Post, Fabulous, Stylist, Money Week, The Independent, Euroweekly News, The Sun Online and T3.
ACAI Outdoorwear enjoyed an immediate 3000% increase in sales leading to the business selling out of all core products. A subsequent restock sold out within just 24 hours and saw a four-figure waiting list.
The impact of The Strong Agency’s activity has been long-lasting, cementing ACAI Outdoorwear’s position at the forefront of all target fashion, lifestyle, outdoor and business media’s minds.
