17th October 2011
Jessie J and House of Holland
THE BUSINESS PROBLEM
Everyone had heard of Pretty Polly, but a whole generation of young women didn't really have any connection with the brand as a must-have label. Our task, therefore, was to breathe new life into Pretty Polly as a fashion brand (and on a small budget!).
THE IDEA
We set out to own the latest trend for statement tights that fashion journalists and bloggers were talking about and in doing so re-establish Pretty Polly as a fashion-must-have brand. The campaign centred around an outdoor and press campaign featuring the Queen of Hosiery, Jessie J. The posters directed people to the F-Store we created so that, for the first time in Pretty Polly history, girls could buy tights direct from them. There was also a strong online element to this campaign with YouTube ads showcasing our behind-the-scenes film; a partnership with the hugely successful half-tone iPhone app; and targeted Facebook advertising.
THE RESULTS
In less than 48 hours after launch we’d been featured on the websites
of Grazia, Glamour, Heat, Sugar, MTV, Daily Mail, the Daily Star, OK,
Harpers, Fame Magazine, Nylon, Capital FM, Kiss FM, Heart FM and
translated into 7 different languages. We achieved over £1 million in PR
value and journalists now call us asking for products. The campaign also resulted in an independent distributor in the US calling to ask if they could stock Pretty Polly.
The Story Goes On...
After teaming up with the Queen of Hosiery herself, Pretty Polly have fast become the tights of choice for celebrities all across the world; worn in recent weeks by the likes of Rihanna, Kourtney Kardashian and Selena Gomez.
BMB wanted to maximise the press coverage Pretty Polly were getting off the back of such celebrity spots in order to keep the brand relevant, modern and front of mind. So we teamed up with Henry Holland to deliver a very special present to the girl band of the moment - Little Mix.
We sent them their very own 'L I T T L E / M I X' Alphabetights that we just knew would help them make a name for themselves and generate great coverage for Pretty Polly.
The tights were worn by band members on two consecutive nights, causing a storm across the web and putting Pretty Polly at the forefront of the 'statement tights' fashion story. The brand even got a full page spread in the 'Sun' - effectively a zero cost 'ad'. All in a day's work. Literally.
