CREATION OF A PR CAMPAIGN x ROXY
Roxy is a brand of board riders that has been empowering women since the 1990’s. Created by Maritxu Darrigrand, the brand is the women’s line of Quicksilver. Roxy is now proposing a wide range of products from snow and surf equipment to bikinis and beach garments.
As part of a school/ brand project, our mission was to create a PR campaign concept & a strategy for the launch of their collection “On the Beach” based upon the following “problem” : how can Roxy stand out more in a market such as the swimwear scene ?”.
CREATION OF THE CAMPAIGN
Definition of the message to be communicated to the media and therefore to the consumers.
Establishment of the OUPUT & INPUT objectives.
Which earned media we want to reach ?
Creation of a creative and original concept for the campaign of the "On the beach" collection, considering the Covid crisis: a digital festival to create a unique experience around the discovery of the collection.
It will include different activities such as the performance of several famous singer, but also meet & greet with the cast of Outerbanks. The festival will also plan some conferences with ambassadors of the brand about subject like self-confidence or body awareness which are the main message of our campaign.
And some games that will include the creation of an avatar with bikinis from the collection. The goal is to create the festival experience we cannot have in summer 2020 because of covid-19.
Establishment of :
WHO will be involved in our campaign: selection of ambassadors, influencers, celebrities…
WHAT is the concept of the campaign, creation of a digital event.
WHERE the event will take place, organisation of the event.
WHEN the event will take place, setting up of a planning to start the promotion of the event through newsletters, social networks, link in bio to join the digital event…
WHY the campaign we designed will allow Roxy to stand out more in the swimwear market.
Creation of a unique experience around the discovery of the collection
Planification of the promotion for the event on Roxy’s social medias