Tag: Campaign

What does a PR agency do? Vita Vite Gets Social

Clairemont InternAwards, Blog, Case Studies, , , ,

Vita Vite, a wine bar and art gallery in downtown Raleigh, had quickly surfaced as a local hotspot since its grand opening in 2015. With her growing customer base, owner Lindsay Rice sought to leverage Facebook as another way to engage Vita Vite’s loyal fans and invite new guests to stop in for a visit.

STRATEGY

Clairemont Communications worked with Lindsay to portray Vita Vite not just as a wine bar but ultimately as a cultural lifestyle she has so carefully crafted. Creative content showcased behind-the-scenes tours of Italian vineyards and exclusive previews of hand-crafted goods Lindsay selected for Vita Vite. Posts featured interior design suggestions for styling Vita Vite’s art as well as fashion tips, underscoring the well-rounded lifestyle that accompanied the wine bar.

Owner Lindsay Rice raises her glass at Vita Vite’s downtown location.

EXECUTION

The Vita Vite Facebook feed showcased the ways fans enjoy Vita Vite, from highlighting Vita Vite’s pooch-friendly porch, “Sip and Sweat” exercise classes and even board games amongst friends. Behind-the-scenes staff pictures and a personal video from Lindsay teaching her fans how to pronounce “Vita Vite” fostered personal connections in an online environment. We also asked for feedback (“Which Vita Vite nook is your favorite?”) and had some fun with Vita Vite-themed personality quizzes (“Red, white or rose today?”). Facebook proffered invites to sold-out events, including an Italian-themed Sunday Supper and the Midsummer’s Party to debut a special beer made in partnership with a local brewery. Vita Vite partnered with organizations like barre3 Fitness Studio and the Downtown Raleigh Alliance for social media takeovers to increase visibility along with advertised posts. Through Facebook, audiences experience a virtual lifestyle of international travel and global tastes from their own Raleigh homes.

RESULTS

As a result, Vita Vite’s Facebook followership increased by 42 percent and engagement rose by 1.5 percent; this was a particularly notable byproduct since average Facebook engagement decreased by 20 percent in 2017 across all industries. In addition, Vita Vite reported a successful year and a full schedule of sold-out events. Vita Vite also secured awards like “Best Place to Get a Glass of Wine” and “Best Girls’ Night Out Spot,” and owner Lindsay earned the Top 40 Under 40 and Women in Business awards from the Triangle Business Journal.

To read more about the work we do with clients, please visit the case study section of our blog.

Read More

What does a PR agency do? Journelle Talks Lingerie

Clairemont InternAwards, Blog, Case Studies, , , ,

When New York-based lingerie company Journelle wanted to change the conversation about lingerie by rolling out a major campaign, it turned to Clairemont Communications to help with a 360-degree brand refresh ahead of the launch. The Who Says campaign was Journelle’s rebuff to the two seemingly polarizing trains of thought when it comes to lingerie: slim and sexy, or boring and basic.

STRATEGY

Clairemont’s work included strategy, developing media materials and identification of desirable influencers. We began by evaluating previous influencer partnerships and coverage of Journelle and compiled a list of who to engage during this project as well as who to consider for an exclusive. Journelle came to the table with a handful of media and influencer relationships already in place and needed Clairemont to fill in the gaps by strengthening the relationships with existing contacts and reaching new editors at print publications, outlets that continue to hold clout amongst the fashion community.

Image by Journelle.

EXECUTION

Journelle wanted to seek the support of influencers, and Clairemont had previous success in negotiating with micro and macro influencers (at least 1,000 and 100,000 followers, respectively). Due to this experience, Clairemont compiled a diverse list of these types of influencers whose styles organically aligned with Journelle. Our team looked at follower numbers, as well as at post engagement and follower feedback/influencer interaction. Clairemont successfully secured interest from top influencers in a variety of markets across the country, including New York City, Los Angeles and Houston, TX.

RESULTS

With the goal of securing at least 10 influencers to generate buzz for Journelle around Valentine’s Day, Clairemont successfully engaged 12 micro-influencers. With the goal of securing one exclusive story on the Who Says campaign in a top-tier fashion industry publication with a circulation of at least 50,000, Clairemont exceeded its goal by securing three placements: one prominent inclusion of Journelle on Who What Wear ahead of the launch and two separate placements in “the fashion bible,” Women’s Wear Daily (circulation of more than 59,000) at the time of launch. WWD stories included an exclusive feature on Who Says, including an interview with Journelle’s VP of marketing and brand; and an inclusion in a trend piece with quotes from Journelle. The brand was able to share these successes on social media and with shareholders.

To read more about the work we do with clients, please visit the case study section of our blog.

Read More