ON CLOUDSURFER LAUNCH (TORONTO l 2023)
OVERVIEW
To celebrate the launch of On’s newest release, the Cloudsurfer, we hosted an intimate media and influencer event at a top-tier restaurant in downtown Toronto. The event came to life in two parts: a happy hour deskside gathering with passed apps and drink to give media and influencers a chance to meet the On team to learn about the Cloudsurfer, followed by an elevated, sit-down tasting dinner for an opportunity to get to know the brand, and to mingle with one-another.
THE BRIEF
As On’s AOR across Canada, Rose PR was tasked with ongoing public awareness surrounding the brand. As part of our ongoing partnership, we were tasked with generate awareness for and promoting the brand’s newest launch, the Cloudsurfer, in the Canadian market. Our efforts came to life through:
Traditional Media Relations
Paid and Unpaid Influencer Campaigns
An elevated event to promote the launch in Toronto
THE STRATEGY
In order to secure ongoing public awareness for the launch of the Cloudsurfer in Canada, Rose PR employed the following:
Media Relations: Rose PR pitched out TIER A & B beauty, wellness, and lifestyle media to test out the product for reviews, round-ups, beauty news etc.
Unpaid Influencer and Media Send Outs: Rose PR developed creative mailers and sent gifting to TIER A lifestyle, endemic, and sustainability media, influencers, and KOLs. The goal was to secure optimal social media awareness through stories unboxing and in-feed posts.
Paid Influencer Campaign: Rose PR developed a paid influencer campaign where we partnered with 7 TIER A Canadian influencers and KOLs to promote the new launch with their audience. We sought out influencers across nstagram and TikTok.
THE RESULT
Rose PR garnered 134 earned media mentions amounting to over 17.4 million impressions across Canada.
Through our paid and unpaid influencer campaigns, as well as our in-person event, we garnered 116 social media posts, totalling over 11.4 million impressions across Instagram and TikTok.
In total, Rose PR was able to secure 250 traditional media and social media mentions, amounting to over 28.8 million impressions, for the launch of On’s Cloudsurfer.
This launch generated an EMV of $276,400 CAD