FROM LAUNCH TO CATEGORY LEADER
The health and wellness space is a crowded one, but when Sakara Life came to AZIONE nearly five years ago looking to make a big impact and pave their way in the category, we took action immediately. As a crucial extension of their in-house team, AZIONE has helped to build Sakara into a widely known and respected lifestyle brand and category leader. The company's Co-Founders Danielle and Whitney have been positioned as respected experts, and have garnered a level of media attention that has permanently separated them from the pack.
FROM LAUNCH TO CATEGORY-CHANGING LIFESTYLE LEADER
Away and AZIONE made luggage into a lifestyle and changed the modern travel uniform. With a truly symbiotic collaboration, AZIONE crafted a strategic marketing and communications plan for Away that layered in thoughtful brand stories, top tier business features and impactful product placement. Through concepting and executing unique brand collaborations, talent partnerships and launches, AZIONE helped to build Away into a household name and quickly into one of the most relevant lifestyle brands of today.
AN INNOVATIVE CAMPAIGN TO REPOSITION A LEGACY BRAND
In September 2017, iconic American lifestyle brand Cole Haan tapped AZIONE to reignite its women’s category and herald the launch of their "Extraordinary Women, Extraordinary Stories" fall campaign featuring fashion icons and mentor/mentee duo Christy Turlington Burns and Karlie Kloss. AZIONE crafted a strategic multi-faceted PR strategy to underscore the brand’s emphasis on championing women of substance and debut the campaign across a wide and varied audience.
In less than 48 hours, the campaign garnered 6,726,451,350 impressions and became the defining news of the day with large-scale feature story placements across ad trade, business, lifestyle, and beyond.
THE FIRST AGENCY OF RECORD
In March 2016, iconic guitar manufacturer Fender hired AZIONE as its first agency of record to reach the next digitally-driven generation of Millennial and Generation Z consumers and ignite a thoughtful dialogue around the the art of guitar playing. Since then, AZIONE has ushered Fender’s foray into the digital age, marked the arrival of artist collaborations, and introduced a wide-reaching new audience to guitars, and at the forefront of the category—Resulting in an unprecedented 316% increase in Fender’s overall media impressions year-over-year.
CAMPAIGN LAUNCH TO 50K PERSON WAITLIST IN 48 HOURS
AZIONE executed the launch of frank body's limited edition Shimmer Scrub, a playful 3-in-1 coffee and sugar based body scrub embracing a "Throw Shimmer, Not Shade" mindset. Playing into the unicorn trend that swept the cultural zeitgeist, we positioned Shimmer Scrub as a 'party in a packet unicorn due' to media and influencers. Our media campaign combined with our influencer seeding efforts helped to generate a 50,000-person Shimmer Scrub waitlist in 48 hours and lead to the product's sell-out in less than 30 days after launch.
PRODUCT IDEATION TO EXECUTION: 24 HOURS TO SOLD OUT
AZIONE created a concept for a limited edition “Soma Black" for the brand's holiday 2014 campaign with 600 items available for purchase worldwide. We built an exciting activation, ideated and sourced brand partners and produced a viral digital and PR campaign, which extended far beyond Soma’s demographic. The product sold out in 24 hours.
PRODUCT LAUNCH EVENT:[SLEEP]OVER
In 2017, AZIONE and Dirty Lemon took over The Ludlow Hotel to host am immersive event experience (i.e. an epic slumber party) celebrating the launch of Dirty Lemon's new product [sleep]. We carefully curated a top tier guestlist and experiential elements, which left attendees raving that it was the best party they’d ever attended in New York.
Product sales skyrocketed the days following the event and the brand's social media following and engagement saw significant spikes.
FROM SMALL CORE BRAND THROUGH IPO AND BEYOND: NINE YEARS OF PARTNERSHIP
For nearly a decade, AZIONE collaborated with Skullcandy to transform what was a niche, youth-driven lifestyle headphone company into a globally recognized audio brand. We placed the first pair of headphones on a model in VOGUE, positioning the category in a whole new light as a fashion accessory, created the first fashion lifestyle and sports partnerships with Dolce & Gabbana and organizations like the NBA. Successfully brand building day in and day out, and taking the company through an IPO, several shifts in the executive team and a hugely successful, revenue-driving collaboration year in and year out, we’ve proven to be an indispensable partner, and have never lost sight of who that core consumer was then and is today.