Ego

Objectives

Following the growing popularity of its Manchester and Liverpool stores and Instagram account, footwear brand Ego tasked Avant PR with launching its new website to press, celebrities and bloggers in June 2015. The agency has worked on a retained basis with Ego since.

Strategy

Avant PR managed a targeted press launch for Ego’s website, ensuring explosive news features were secured on the pages of key national magazines. This was partnered with ongoing celebrity seeding, which saw Ego quickly become a firm favourite among on-brand stars, and built a buzz across media and consumers alike.

Following the launch, Avant PR operates a proactive press office encompassing activity such as sample sends, bespoke pitches and traditional press releases, as well as orchestrating regular press activity such as press lunches, mailers and desk visits.

The team also uses its impressive contacts across celebrities, stylists and influencers day-to-day to orchestrate impactful product wears and social media posts that regularly result in hits and sales for Ego.

Outcome

Following Ego’s successful website launch, the brand’s profile has risen consistently as a result of its PR campaign, with regular features appearing across key publications, television and online titles, and has become much sought after by high profile celebrities, bloggers and social media stars.

Highlights

  • Features in key national press including Look, Fabulous, Mirror, Notebook and This Morning
  • Social posts from key influencers including Nyane Lebajoa and Nada Adelle
  • Celebrity fans including Little Mix, Lauren Pope, Rosie Fortescue and Lucy Watson