WE LAUNCHED SHEIN IN AUSTRALIA
SHEIN brand launch, PR, influencers, fashion shows, digital advertising, social media content and Out of Home (OOH) advertising
Valued at US$14bn, SHEIN is one of the world’s largest lifestyle and fashion brands – and we want to launch them in Australia in style.
To launch SHEIN in October 2021 we took an integrated approach. First, we created their first ever fashion show in Australia at the iconic Sydney Cove Overseas Passenger Terminal. With the stunning Sydney Opera House, Sydney Harbour and The Bridge as our backdrop we showcased some of the hottest new looks for summer. Over 120 invited guests enjoyed curated beats, dancers and the best vibes while models of every shape, gender and size (even a cute dog) walked the outdoor catwalk.
We made sure Sydney was wrapped in OOH advertising, that locals received a discount on purchases and that the show was inclusive of every shape, budget and gender.
Next, we moved to Melbourne for an exclusive Fashion Salon on the glamourous rooftop of The Olsen Melbourne – Art Series Hotel. VIP guests were invited to mingle with models dressed in glam SHEIN looks, nibble on gourmet treats and sip something bubbly while they took selfies and shared it all using #sheinmysecret. Again, OOH, social media, digital, PR and all added to the incredible lift in awareness and impact.
The Result
203 Event Guests 737 Media & KOL Clippings 195M+ Impressions
