Challenge & Solution

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.


Results & ROI

  • Launch party with 50 VIP guests – resulting in 20% of guests purchasing IOLLA glasses at the event or returning to purchase at a later date
  • 30 coverage hits secured, including stand-alone store launch features and first look content with Manchester Evening News, 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 for IOLLA
  • Organic influencer content reached over 48,000 followers