THE BUZZY RELAUNCH THAT PRESS COULDN’T STOP TALKING ABOUT, 2016:
TAMARA MELLON’S Brand Launch
SUMMARY
Tamara Mellon, founder of Jimmy Choo, had launched her own line in 2012, but the brand shut down two years later. She reevaluated her business and decided to relaunch— and needed a strong campaign with a new point of view.
Copywriting
Brand Voice
Organic Social
Launch Strategy
Campaign Ideation
Brand Positioning
“Los Angeles represents a new beginning for Ms. Mellon, who has been, in various incarnations, a fashion editor, a fixture of tabloid fascination and a queen of shoes. She arrived after a bankruptcy shuttered her first attempt at a Tamara Mellon label. Now she is giving the label another try.
“I’m starting again,” she said, undaunted. As for before, she said, she had screwed up — though the actual wording she used was more colorful.”
← PREVIOUS PROJECT
The Sold-Out Launch That Started A Month’s Long Waitlist
NEXT PROJECT →
The Sales Record-Breaking Multimedia Brand Campaign