Oliver Peoples
book launch
The Challenge
Oliver Peoples, an American luxury eyewear brand was about to embark on an important partnership with luxury publisher Assouline. The high-end accessories brand would be launching their premiere title, California As We See It, and they needed an Events, PR and Communications strategy to amplify this once-in-a-lifetime partnership. The Brand Agency was tasked with finding a consumer market for the title in an already crowded space. The firm was also brought on to plan an event that would provide cache and speak to both brands' legacy and position in the luxury market. All of this had to be achieved against the backdrop of the new CEOs tenure at Oliver Peoples.
data-driven results
Our team devised a multi-prong strategy that tapped in to our Rolodex of events and media contacts to throw an unforgettable launch party that served as an inflection point for the new CEO and also secured ROI and purchase intent through the press generated. Through pre-event outreach and press seeding, The Brand Agency locked in interviews for Oliver Peoples’ CEO to discuss the behind-the-scenes of the partnership with Assouline. These conversations also laid breadcrumbs with reporters about the brand's new direction under his tenure. Through curating an invite list of Tier 1 press, our team was able to leverage pre and post-event press that offered the brand and its new book the recognition it deserved.
The Brand Agency utilized their relationships with leading fashion and pop culture outlets in order to secure press and exclusive interviews for Oliver Peoples book launch. Top hits included WWD, Los Angeles Times, and Vogue to name a few. Our team also leveraged the curated guest list to pitch sightings out to entertainment press. This resulted in exposure across massively circulated publications like Us Weekly and People Magazine.