WESTWARD // LEANING
Case Study: Sunglass label Westward Leaning launches with a charitable bend
Objective: Create brand awareness and immediate buzz for new sunglass label Westward Leaning.
Strategy: Wetherly utilized the approaching Summer season for immediate writer and editor outreach, as well as key celebrity seedings in order to spread the word about the new collection.
Tactics: Wetherly invited target media including key long lead, short lead/regional, and online contacts to preview the launch collection in the Wetherly showroom and followed up with appropriate info, samples and imagery in order to garner immediate attention surrounding the launch. Wetherly also sent beautifully packaged gifts to celebrities, stylists, and publicists for key clients for Summer. Wetherly followed up with a second round of VIP gifting during a Summer event in the LA showroom and to date has secured several A-list celebrity placements including Natalie Portman, Jessica Alba, and Kate Bosworth.