Photo credit - Andrea Venegas
Bailey Nelson - ‘Reverse Halo’
Reverse Halo is a fresh approach towards combining acetate with steel and an emerging trend in the eyewear market. The Reverse Halo collection contrasts polished acetate with an inner steel perimeter. The layering of brushed and shiny finishes between the two materials pronounce the lens contours and add an entire new dimension to the frames.
The range comprises of three key diverse styles Marlon, Vedder and Maya. Each caters to the individuals lifestyle through design specifications of eyewear shapes. Each style is available in 3 versatile colour palettes that are compatible with the wearers spring wardrobes.
‘Marlon’, the ultimate staple piece. Designed for the most comfortable wearing experience crafted for a feather-like weight while offering substantial coverage.
’Vedder’, nutures the lifestyle orientated individual. Through its 1970s inspired reinvigorated. The Vedder flaunts fashion forwardness while rebirthing its classic foundations.
’Maya’, for the nostalgic yet futuristic individual. The Maya resurrects the iconic cat eye however with wider arms for an intentionally bolder statement.
The Brief
Tropicool Agency was enlisted to put together the publicity and influencer marketing strategy surrounding the release of Bailey Nelson’s ‘Reverse Halo’ collection launch, always keeping it within brand guidelines.
Our goal was to have the right publicity, talent and cool creatives with good engagement and reach that fit the Bailey Nelson brand guidelines showcasing their latest frames.
We targeted specific media outlets and platforms that aligned Bailey Nelson’s target audience and market. This resulted in a positive response with a range of coverage announcing their release across high-tier media outlets.
We concentrated on Sydney, Melbourne and Brisbane and surrounding areas to increase brand awareness within Australia and traction to their social media and website.
The Results
➜ Total of 6 press articles released
➜ 2 features in Who Magazine print
➜ Feature + Competition ran through RUSSH magazine
➜ Press coverage from Fashion Journal, Daily Addict, SYD Social
➜ Total combined readership: 2.5 million
➜ Posts/Stories from macro influencers Rowi Singh, Nick Truelove, Olivia Grivas, Harry Kennedy, Nicole Millar, Emily Gurr
➜ Total of 21 posts | 21 stories
➜ Combined social reach of 1.5 million people
➜ Ad value of $50,570
Photo Credit - Bella Rychter
