Iconic Australian bedding and homewares brand, Dri-Glo, engaged The 152 Project to launch a new premium collection and e-commerce store, complete with custom bed & bath sets.
With most of the country's media in lockdown, fed up with zoom launches, our job was to create a launch activation that would engage media with something bespoke, memorable and that creatively got the product into the hands of media.
In addition to this, we were also tasked with engaging influencers and consumers to raise awareness of the product offering, drive sales. Initatives had to also boost EDM subscriptions AND improve the brand's SEO.
The new concept was to leverage a handful of stylists as influencers and Key Opinion Leaders (KOLs) to virtually redesign the bedrooms of select media. Media filled out a form, supplied an image of their room, and we paired them with a stylist to make some magic.
Coverage was largely focused on digital with the goal of securing backlinks and direct links to the product.