The Brief:

Prada was opening a new store in The Exchange TRX, and wanted to build awareness and drive footfall to its latest location.

The Strategy:

We developed a publicity plan that included driving impactful media and social engagement through targeted outreach, influencer partnerships, and a high-profile event. Prior to the launch, we provided exclusive previews to top editors and influencers to build anticipation. On launch day, a by-invite only event for clients, media, and influencers was executed, capturing real-time content to share across social media. Following which, we further amplified media coverage with a post-event release and influencer follow-ups to maintain momentum.

The Outcome:

The launch event, which saw the attendance of Thai celebrity Blue Pongtiwat and the ‘it’ girls and boys of Kuala Lumpur, successfully positioned the Prada store as a key luxury shopping destination in Kuala Lumpur.

The combined impact of media coverage and social engagement resulted in positive brand exposure and elevated public interest, achieving the primary goal of introducing Prada to the new TRX shopping district and driving increased footfall to the store.

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