Tactics
1. KeepingUpWithKatie.co.uk
Launch date : February 2013 - ongoing
Will cover the period of design of the SS14 collections’ preparation, the behind the scene of the
campaign as well as enable the visitors to enter into Katie’s fabulous life.
The blog, narrated by Katie Eary herself, will follow the designer into her exciting daily life, from
the studio to the electrifying nightlife of London. From insight into the fashion studio, sneak peak
of the collection to intimate interviews with Katie’s A-Lister friends, visitors to the blog will have
the opportunity to witness the intimate yet fabulous life of the new ‘It’ designer of the British
KeepinUpWithKatie.co.uk
2. Viral Fashion film
Launch date : May 2013
The highlight of the campaign will consist in the release of Katie Eary AW13 fashion film produced in collaboration with Hunger tv.
The 1-minute long – candid style- film will have for goal to promote ‘The fabulous life of Katie
Eary’ campaign. The video will be the main tool for the viral campaign and social media contest
(see page 19).
Katie Eary will be featured as the host of a rather exciting house party and will take the viewer
into the intimacy of the exciting event she is hosting.The appearance of Kanye West in the video
wil have for objective to attract the attention of the international press on the film and nourish
the excitement surrounding the viral campaign. The video will end on a close-up of Katie Eary’s
face shouting ‘ Wanna Join’ as the hashtag to the contest (#RocWithEary) - that will enable 2x3
winners the access to the Glastonbury after party in collaboration with Roc Nation - appears
on screen.
AW13 Fashion Film
A trailer for the video as well as the official announcement of Kanye West collaboration will be
released a week ahead of the video official launch in an attempt to raise excitement within the
audience.
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