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The Henry x Porsche Launch

Services

Digital Marketing

Marketing Strategy

Influencer Marketing

Photoshoot

Email Marketing

Web Design

Client

Porsche Centre Melbourne

Henry Bucks

Year

2017

Website

www.henrybucks.com.au

The Project

Henry Bucks, Australia's leading high fashion men's institution launched their first collection of clothing in over 60 years. Called 'The Henry'. The collection was designed for young dynamic modern men. The intention was to launch nation wide with a strong social media campaign in conjunction with a leading menswear influencer to promote.

The Process

Tyrone sat with the CEO of Henry Bucks to strategise the national launch of a re-branding of a heritage Australian label to a younger audience. Tyrone began contacting his network of leading influencers with modelling experience and decided to partner with Porsche Centre Melbourne to launch the collection simultaneously with their new sporty Porsche Boxter (target match as also for younger affluent men). The campaign comprised of a hard copy brochure (+ digital) and a social media campaign. Tyrone designed the brochure for a large segment of Henry Bucks exisiting clientele who still expect brochures for new releases and would purchase through Mail order.

The Henry launch was a 3 month social media campaign including Instagram advertising and EDMs, which concluded with a social media competition where the winner won an outfit.

The Results

The Henry launch was a great success, it quickly became the fastest selling brand at Henry Bucks, overtaking popular collections like Zegna and Canali which had been stocked on the Henry Bucks shelves for over 20 years. The Henry social media campaign saw their followers climb by over 1,000 followers organically within 1 month. Porsche Centre Melbourne's social media following also grew by over 1,000 after the launch of the campaign.

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