The Rolling Stones have recently revealed an exciting collaboration and apparel collection with their lifestyle brand RS No.9 Carnaby, MTV and Paramount Consumer Products. The unique collection pays homage to The Rolling Stones and MTV’s influence on shaping pop culture. The recent drop launched in the RS No. 9 Carnaby global flagship store on Carnaby Street as well as on their e-commerce site.
Sister London’s role was to drive footfall to the RS No.9 Carnaby physical and online stores, create a buzz around the collaboration, and increase brand awareness and sales.
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What We Did:
Sister London created an impactful launch for the collaboration in the UK to re-engage existing audiences and grow the RS No. 9 community. The digital marketing and PR teams worked together to create an integrated campaign that incorporated social media, PR, print, video and paid social media advertising.
In order to launch the campaign, Sister London’s digital marketing and PR teams collaborated to create an exclusive launch event for press representatives and Influencers to attend to view the collection. For the event, the team secured two drinks sponsors; East London Liquor Company and Brixton Beer, as well as a DJ for a full experience. Alongside this, the MTV team assisted in adding MTV x The Rolling Stones logos around the store on mirrors and the iconic tongue fixture in the store window.
In order to create buzz and excitement around the launch of the new collection, our studio expertly directed a creative shoot. These assets were then amplified across pitches, and organic and paid social media channels. The paid social media team built a full-funnel campaign to drive a pre-event buzz and post-launch sales, targeting key territories across the UK, US and EU.
Results:
The in-store launch event was a huge success with 150+ guests in attendance including 42 media representatives and 35 influencers. The PR team gained 15 pieces of coverage with a total media reach of 116.8M.
The digital team’s organic social media strategy measured to a 514% increase in reach and 619.7% increase in impressions on Instagram. Overall, the RS No.9 engagement increased by 68.5%.
The digital team’s Meta paid campaign strategy for the EU, UK and US reached over 900k people with over 2M impressions.
The media partner, HYPEBEAST posted on their global and UK Instagram channels with 500.7k impressions and 3.1k link clicks on their global post and a 3.34% engagement rate on their UK post.
