Campaign Launch // Misty Copeland Signature Collection
Launched the Misty Copeland Signature Collection with an immersive and unique press event, which included a panel facilitated by Eliane Welteroth. Hosted over 150 guests to celebrate with UA and Misty, including top women’s, fashion and fitness media (Cosmopolitan, InStyle, CNN, Dance Magazine, Ebony, Essence, Marie Claire, People Magazine, Pointe Magazine, SELF, Women’s Health, and more) in addition to top social influencers, including Inanna Sarkis (7.9M followers), Violetta Komyshan (1.1M followers), stylist Micaela Erlanger (80K followers), Ashley Avignone (90K followers).
Results:
Within the first 24 hours of launch, the team secured 12+ editorial placements, generating over 115 million impressions in leading fashion, fitness and women’s outlets, including PopSugar, Essence, PeopleStyle, Dance Magazine, and more.
Posting from influencers & media at the event also drove an additional 35 million social impressions from the evening event.
Secured two embargoed pieces to go live at the time of launch (Cosmopolitan and Refinery29).
My Role:
Designed the activation / press launch from beginning to end, targeting women’s fashion outlets and influencers to attend.
Worked cross-functionally with the women’s marketing, product, creative and events teams to launch the collection.
Managed our agency partner to secure strategic media outlets and other influencers to attend and cover the event.
Scripted all speaking portions of the event, including the panel conversation.
Prepared talking points and prepped spokespeople (Misty Copeland, UA Executives) ahead of interviews that were secured and arranged to take place at the night of the event.
Wrote the press release announcing the collection launch - read here.
Oversaw campaign launch outreach, including media outreach post-event to secure additional coverage around the collection launch.
