Our challenge was to increase brand recognition through celebrity seeding, dressing and product placement.
The Brand Agency’s strategy was to develop a key influencer and press initiative plan to position GUESS as a brand beloved by Hollywood A-listers. We implemented a strategy with celebrities with opportunities for gifting, VIP store shopping experiences, and event dressing.
Our tactics were to implement an influencer program that touched-base with elite celebrities, such as supermodel, Gigi Hadid, to build brand recognition. Furthermore, The Brand Agency liaised with top publications to secure inclusions and promote talent wearing GUESS.
As a result, we were successfully able to obtain celebrity sightings in GUESS clothing. The images and mentions were used in media outreach efforts obtaining placement in top entertainment, fashion, and lifestyle press, including hits from outlets such as Star Magazine, the Daily Mail, Vogue, and Yahoo. This program resulted massive web traffic and media impressions.
The Brand Agency was also faced with the challenge of securing GUESS’ product placement in DNCE’s music video “Cake by the Ocean.”
Our strategy was to place GUESS bikinis on models featured in the music video, which was directed by supermodel Gigi Hadid. The GUESS products were seen side-by-side with singer, Joe Jonas, and Instagram star, The Fat Jewish. The clothing’s close proximity to stars and influencers in this video generated massive press appeal.
Our work resulted in hits from top entertainment, fashion, and lifestyle outlets including Pret-a-Reporter by The Hollywood Reporter, People.com, Bustle, Just Jared Jr., and The Huffington Post.