» BeachMint (StyleMint, JewelMint and ShoeMint)

The Background

rock-it promotions launched BeachMint in Canada in 2011, including its properties StyleMint, JewelMint and ShoeMint.

Task at Hand

Launch the BeachMint properties, three celebrity-curated, direct-to-consumer e-commerce sites, in Canada on December 26, 2011 (Boxing Day).

The Goal

To establish StyleMint, JewelMint and ShoeMint as the go-to shopping destination for Canadian women by creating buzz, generating revenue and increasing Canadian membership registration.

The Execution

rock-it promotions launched a five-week media campaign that included leveraging statements and interview opportunities with celebrity spokespersons (Ashley Olsen and Kate Bosworth), extensive media outreach and an ambassador program. The ambassador program seeded products from StyleMint, JewelMint and ShoeMint to 50 target media and influencers.

The Results

During the five-week contract (which fell during the holiday season), rock-it secured 68 press hits. Coverage included short- and long-lead print, broadcast and online hits, along with an extensive social media presence. The contract was then extended into March 2012.

Total impressions were more than 50,725,000.

» Fashion Design Council of Canada (LG Fashion Week Beauty by L’Oréal Paris)

The Background

rock-it promotions is the Fashion Design Council of Canada’s (FDCC) agency of record and has successfully managed publicity for Toronto Fashion Week over six years, spanning 12 seasons.

Task at Hand

Launch LG Fashion Week’s Spring/Summer 2012 season to national and international media, introducing a new location at David Pecaut Square in Toronto.

The Goal

Continue to grow Toronto Fashion Week, the second largest fashion week in North America. Build national and international awareness of the event and Canadian designers through media coverage and social media buzz.

The Execution

From August to October 2011, rock-it promotions distributed press releases leading up to and during Toronto Fashion Week. With various stakeholders to liaise with, including IMG and FDCC staff, rock-it facilitated a large number of media requests and secured all advance coverage. rock-it promotions also managed media and industry accreditation for more than 300 guests. The rock-it PR team greeted media, high-profile talent (all secured by rock-it promotions) and VIP guests at the tents, and directed photographers to capture notables in attendance. Inside the tents, rock-it promotions directed all media and industry seating, moderated backstage media interviews, and facilitated all one-on-one requests with FDCC president Robin Kay. Representatives from rock-it promotions were present at all key points of the tents including front of house, runway and studio, backstage entrance and backstage step-and-repeat.

The Results

At the conclusion of Toronto Fashion Week S/S 2012, rock-it promotions tallied a total of 59,044,511 print impressions, 14,942,300 broadcast impressions and 500,479,744 online impressions, for a total of 574,466,555 impressions.

» President’s Choice Black Label

The Background

As PC Home’s agency of record for more than four years, rock-it promotions’ relationship with Loblaw Companies Ltd. led to an opportunity to launch President’s Choice’s new gourmet food line, Black Label, to the Canadian market.

Task at Hand

Launch President’s Choice Black Label, a new line of gourmet food products, to targeted Canadian markets.

The Goal

To reach a minimum of 15,000,000 impressions in the allotted six weeks, and generate as much buzz about the new line as possible.

The Execution

In October 2011, rock-it promotions launched a six-week seeding campaign for 140 media and influencers throughout Ontario, Quebec and Eastern Canada. Top influencers received a box of Black Label products with a personalized letter introducing the brand. Prior to the campaign, rock-it promotions contributed to the successful implementation of a VIP dinner party, introducing notables to the Black Label line of fine food products created by top tier local chefs.

The Results

With a two-week window to secure press following the distribution of products, 49 press hits were published. Coverage included broadcast, short- and long-lead print and online hits. Impressions as of December 9, 2011 totalled 25,041,398, vastly exceeding the client’s original goal.