In 2013, longtime CRC client, Hanes Hosiery, embarked on one of their biggest hosiery launches in over ten years. As a major innovation for legwear, Hanes was adding a beauty element to their hosiery. The new Hanes Silk Reflections Pure Bliss collection embodied the fusion of beauty and wellness. A new breakthrough knitting technology combined with luxuriously soft yarns micro-massaged legs, leaving them invigorated and revitalized.
CRC was challenged with making a major splash in the media world to garner optimal awareness that would maintain core legwear consumers and attract new younger ones. Another big component was stressing the wellness aspect of the new collection. A launch this big called for a 360-degree media relations strategy with creative outside-the-box thinking, a specialty here at CRC.
In order to reach the proper editors and get them excited about Hanes, CRC kicked-off this launch with a hands-on impactful event that would engage consumer editors with wellness and style. With the growing power of the blogosphere and Internet, CRC decided on a dual-prong approach that would also target short lead and online editors.
Since the new Hanes Silk Reflections Pure Bliss collection was nicknamed a “spa-like experience” for legs while wellness is a growing trend in the media, CRC decided to introduce the collection in a relaxing setting on both the East and West Coasts to attract the attention of high profile style influencers in both the fashion and entertainment media.
Since more American women are focusing on wellness as an integral part of their lives, CRC identified an expert on this topic, Sadie Nardini, who was the true embodiment of the Pure Bliss message to serve as the host of both events and as a brand ambassador throughout the year. Sadie is the host of rockyouryoga.net, a daily yoga and lifestyle national television show on the Veria Living Network. Sadie’s new book, 21-Day Yoga Body, A Life-Styling Manual and Metabolic Makeover to Get You Fit, Fierce and Fabulous in Three Weeks (Random House) hit shelves in November 2013 just as the Pure Bliss was being shipped to department stores nationwide. She also writes a success and fitness blog for Yahoo! Shine and her loyal fans follow her on social media as well. Her Facebook page has 500,000 followers and millions have viewed her YouTube videos for her instant inspiration, recipes, living and fitness advice. Sadie’s Total Body Transformation DVDs are #1 bestsellers on Amazon and she is an Ultimate Wellness and Yoga expert for the Dr. Oz based website Sharecare.
The CRC East Coast event targeted long lead consumer editors from top publications. Over 50 editors from magazines such as Allure, Glamour, Teen Vogue and more, attended three different sessions at the Oasis Day Spa in New York City.
At the event, each editor enjoyed an intimate presentation with Sadie, a sneak preview of the new Hanes Silk Reflections Pure Bliss collection and a spa treatment of her choice. In addition, each editor received Sadie Nardini’s new book The 21 Day Yoga Body, which meshed perfectly with the philosophy behind Pure Bliss, bringing together the worlds of beauty and wellness.
To engage the short lead and blog editors, CRC planned a second wellness event, this time at Liberation Yoga Studio in Los Angeles. West Coast editors from E!, Daily Candy, People and more enjoyed a light breakfast and then a yoga workshop led by Sadie Nardini. Editors also got to see the new Hanes Silk Reflections Pure Bliss collection up close and personal while spending one-on-one time with both CRC and Sadie. They also received a signed copy of Sadie’s book.
CRC also worked with Lucky Magazine on an online digital partnership with Hanes Silk Reflections Pure Bliss that ran from November 30th to December 30th. The partnership included placement in the gift bags at Lucky’s annual FABB Conference and being featured on their social media. The Lucky online post helped generate placements including Yahoo Shine, MSNBC and other top online sites.
Overall, Hanes Silk Reflections Pure Bliss garnered around 1 million impressions and over 100,000 impressions on social media. Hanes Hosiery was featured in the September, October and November issues of InStyle and Good Housekeeping as well as Family Circle and Real Simple. The digital partnership with Lucky not only resulted in a placement on Lucky’s website, but placements on Yahoo Shine and MSNBC. The New York Post also featured the new collection, calling out the health and beauty benefits in an informative pictorial.
In addition to all the print and online placements, Hanes Silk Reflections Pure Bliss was also featured on local and national television, such as The Today Show, NBC Baltimore and the Daily Buzz. Pure Bliss also caught the eye of several top stylish celebrities such as Michelle Trachtenberg, Molly Sims and Nikki Reed, who wore it out to red carpet events.
On social media, CRC saw a bump for both events. The East Coast event resulted in 47 tweets on Twitter, seven posts Facebook, and nine Instagram photos of the event posted by editors. This generated over 100,000 impressions in a very short amount of time. The West Coast event amassed multiple Facebook posts, tweets on Twitter and Instagram photos.
This new product launch received great exposure and CRC clocked in some valuable face-to-face time with both long lead and short lead editors, solidifying personal relationships and keeping Hanes Hosiery top-of-mind going forward.