#IOLLAMANCHESTER
Idea
Scottish eyewear brand, IOLLA, challenged Brazen to launch ther first store outside of Scotland – to build brand awareness and sales among a new Mancunian audience!
In the absence of local ties, Brazen worked with IOLLA to craft a news story which would appeal to regional journalists – we utilised IOLLA’s previous work with TV show, Peaky Blinders, as the media hook, to give the Scottish brand mass appeal.
Ahead of the store launch, Brazen arranged a media partnership with The Manc, to really drive home IOLLA’s key messaging – the campaign included online editorial, supported by Instagram Reel and TikTok content, perfectly showcasing the quirky and fun nature of IOLLA to over 490,500 combined followers.
To officially open the store, Brazen arranged an in-store party, utilising our contacts in the city and working with local brands, Manchester Gin and Crazy Pedros, to give IOLLA (and the party) a sense of ‘Manchester Spirit’, complete with a local acoustic musician to soundtrack the evening – it was the perfect summer party!
Once the store was open, Brazen worked with IOLLA and local influencers to showcase the in-store IOLLA experience and final product (gifted glasses and sunglasses) through social media content.
Impact
50
VIP guests at launch party - 20% purchased IOLLA glasses at the event or returning to purchase at a later date
30
Coverage hits - Including MEN, The Manc and About Manchester
Secured
post-launch coverage , working with our fashion contact at Manchester Evening News to land an additional stand-alone product review
48k
Organic influencer content reach
