Launching a swimwear brand for mothers

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Launching a swimwear brand for mothers

Aurein Swim

Challenges

To launch an online swimwear brand, Aurein Swim, and establish the founder, Angel Tsang, as a female entrepreneur who puts mothers’ needs first.

Approach

Crafted an intimate launch event with Angel to introduce the brand to media. Real mums and Angel’s family were invited to come, helping to position Angel as a passionate startup founder and devoted mother demonstrating the core brand value of ‘a mother for mothers’.
Provided brand-appropriate models for media photography sessions
Invited media for one-on-one personal fitting experiences with Angel to highlight the brand’s caring and personal touch
Gifted swimsuits to editors and KOLs, with focus on targeting editors who are mothers themselves
Pitched interviews with Angel to establish her profile and identity with a focus on profile-building feature stories

Outcomes

+35

high-profile features and media mentions for the three-month project

+300

pieces sold within 2 months after launch

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