Ukulele

Objectives

In July 2013, start-up fashion label Ukulele tasked Avant PR with launching the brand to press and building a celebrity fan base, with the main aims of gaining coverage across key publications including Look and Grazia, and affirming Ukulele’s position as a leading player in the ‘high end high street’ market.

Avant PR went on to launch a number of subsequent seasonal collections to press and celebrities for Ukulele, accumulating a strong following of A-list stylists and fashion editors.

Strategy

A proactive press office was executed to launch Ukulele to the media, with activity spanning selling in news of the launch, sample sends for shoots and pitching brand founder Purple Qie-Qin and her story for wider features.

Avant PR worked closely with celebrity stylists to secure red carpet and day-to-day wears, as well as conducting regular deskside visits with press to encourage regular sample use in photo shoots and shopping features and arranging a large behind the scenes feature on Purple, including a shoot in her studio.

Outcome

As a result of a successful PR campaign, Ukulele became a go-to brand for unique, feminine designs that work for both occasions and day-to-day wear. Popularity with both press and celebrities soared and the brand’s elevated status led to deals with major UK stockists.

Highlights

  • Double page feature in Look magazine on founder Purple Qie-Qin and her story
  • Celebrity fan base including Millie Mackintosh, Una Foden, Little Mix, Lucy Watson, Rosie Fortescue and Diana Vickers
  • Coverage across all core titles including Look, Grazia and InStyle