Opportunity
Olang, the Italian boot company, renewed its mandate with bicom for a fifth year in a row to orchestrate an integrated national influencer and media relations campaign.
The main objective was to increase brand awareness and visibility among Canadians and promote the FW20/21 collection through media relations and social media targeting fashion and lifestyle consumers.
Actions
bicom organized a 4-part campaign, consisting of:
Proactive and reactive traditional media across English and French Canada
Paid broadcast television campaign in English Canada
Paid campaign with four English Canadian influencers
Micro and nano influencer organic seeding program
Results
72+ traditional media mentions (print, online, blog, etc.) generating over 61 million impressions, a 93% increase from 2019 results
Over 4 million social media impressions from paid influencer partnerships and organic seeding campaign
Even with the COVID-19 pandemic and media’s focus on shopping local brands and products, the campaign was nevertheless a success
