lunes, 19 de octubre de 2020

Zenith Watches, LVMH

Iván Medina

Starter Influencer Movement Program.


The Objective:


To broaden the appeal of its luxury watches to exclusive high end consumer markets and stamp its brand as the luxe lifestyle watch of choice for today’s most iconic tastemakers.

The Strategy:


To achieve Zenith’s objective to appeal to an ultra exclusive set of high net worth buyer, we utilized our special relationship with the leading 5 star hotel resort chain in the world Aman Resorts to provide an ultra luxurious setting to display as the brand’s native environment and then engaged arguably today’s top Victoria Secret Angel Sara Sampaio to produce a sweeping series of endorsement photos and video posts on location stamping Zenith as her luxury watch brand of choice.

The Results:


We immediately achieved Zenith’s double objective of capturing the highest stratum of luxury good buyer and stamping their brand as the iconic luxury watch brand of choice, and even surpassed their exposure expectations by engaging over 4 million new potential customers and generating millions of unique impressions on the watches displayed within just weeks of the campaign.

Primark Boston Scaling Strategy

Iván Medina

Exponential Growth Formula.


The Objective:


Primark, one of Europe’s largest fast fashion businesses on par with Zara and H&M, wished to expand rapidly in the United States, starting with their US flagship market in Boston. To create a workable model that could be replicated to other markets and scaled across the U.S., they asked T1 to grow them into one of the most prominent and recognizable brands in Boston through a 3 month all-encompassing campaign that consisted of live events, influencers, press, and digital marketing.

The Strategy:


We architected a well-rounded, coordinated 12-week strategy that consisted of 1 live influencer hosted event per week at Primark’s Flagship Boston Store, a series of over 10 digital endorsements per week by the influencer host between Instagram and Snapchat, 1 headline Boston media article per week, and targeted online syndication of the resulting content to on-target viewers in the Boston Market. Over the course of the 12-week campaign, we built a coalition of 12 of Boston’s top style influencer and 4 of Boston’s top media publications who all funneled their audiences towards Primark and cemented public perception of the brand as Boston’s #1 Fashion brand. As if this wasn’t enough, we syndicated the powerful influencer and media movement taking place behind Primark to Boston’s 673,000 population on a weekly basis until we completely saturated the Boston market and Primark became the most conspicuously popular fashion brand in Boston.

The Results:


Over the course of the 12-week campaign, we executed over 100 influencer social posts for Primark, delivered more than 20 dedicated media and blog articles on the brand, generated 1000’s of organic in store posts from Primark shoppers, and established recognition of the brand with nearly on-target viewer in Boston through our syndication. The direct result, was that we were able to increase brand awareness by an astounding 60% (as measured from methodical, highly regulated sample polls) and we ignited a powerful cultural movement for Primark which turned them into Boston´s clear leader and could be replicated to scale the brand in each new American market it ventured into.

L’Officiel Magazine & The Ritz Carlton Istanbul

Iván Medina

Advertising and Editorial Production.


The Objective:


L’Officiel Magazine was looking for ways to generate more native advertising incentives that would steer top luxury brands in travel and leisure to create native advertising in their L’Officiel Voyage edition.

The Strategy:


We teamed up with Victoria Secret Angel Sara Sampaio to elicit widespread luxury hotel buy-in requests and eventually decided to shoot the story featuring the breathtaking Ritz Carlton Istanbul Hotel. Our world class production team led by star photographer Mehmet Erzincan produced an iconic shoot showcasing Sara’s aspirational experience from atop the Ritz’s penthouses looking down over the Bosphorous. Simultaneously to our production, Sara amplified the entire collaboration’s visibility with a stream of dedicated behind the scenes content and endorsement posts to an onlooking audience of more than 4 million real time viewers.

The Results:


We produced one of L’Officiel Voyage’s most famous stories with perhaps the biggest supermodel to ever grace their pages, created a signature social media event led by Sara that took the story viral, and secured a major new account for our client L’Officiel in the world renown Ritz Carlton Istanbul.

Bebe: Coachella Takeover

Iván Medina

Starter Influencer Movement Program.


The Objective:


Bebe Clothing wished to skyrocket their presence, online sales, and perceived brand status during the Coachella Music Festival of 2016.

The Strategy:


We harnessed 4 of the Coachella Music Festival’s most influential trendsetters for Coachella goers- Rocky Barnes, Bryana Holly, Olivia Brower, and Lacey Claire Rodgers- all of which emphatically crowned Bebe as their Go-To brand for Coachella 2016 in front of thousands of patrons at the festival in real time as well as digitally through a series of 12 collective endorsement posts on Instagram (split evenly between the influencers) engaging a cumulative audience of more than 3 million onlooking consumers.

The Results:


The campaign swiftly established Bebe as the official brand of choice at Coachella 2016, drove more than a 1 million new viewers into Bebe’s digital ecosystem during the first weekend of the festival alone, and significantly elevated Bebe’s stature within the bohemian/boho market..

MeUndies Everyday Collection Campaign

Iván Medina

Celebrity Headlined Event Organization and Production.


The Objective:


To drive a major impact for their biggest collection launch of the year, MeUndies wished to partner with a large collective of today’s most important style influencers and blog channels. As opposed to focusing on a single audience, MeUndies wanted to establish their Everyday Collection as the new underwear product of choice for consumer audiences across the spectrum and use high-profile media to amplify and validate this trend to produce a long-term effect.

The Strategy:


To achieve MeUndies’ objective of producing a far-reaching brand movement, we assembled a broad coalition of today’s most important fashion influencers for women ages 18-35, whose style choices are emulated in today’s most respected fashion publications such as Vogue, WWD, and Refinery 29. In total, we assembled 15 top fashion bloggers and influencers who each shape the buying behavior/pubic perception of the different demographics MeUndies wanted to capture, including such stars as Adenorah (key in influencing the Paris Market), Jill Wallace (key in influencing the High Fashion New York), Taylr Anne (key in influencing the Young Hollywood), Rachel Nguyen (key in influencing the Asian Demographic), etc. During launch week, we produced over 100 pieces of captivating content which our influencers published across all channels (Instagram, Blogs, Facebook, and Twitter) to transform the Everyday Collection into the most conspicuous undies trend in every consumer market MeUndies wanted to hit. For the final blow, Forbes Magazine authentically published an article narrating and validating The Everyday Collection’s meteoric rise to prominence and citing our innovative influencer marketing model for the reason why.

The Results:


Through the precise recipe of our vast influencer coalition, the magnitude of campaign content, and the headline Forbes article we were able to dramatically exceed every one of MeUndies KPI’s and produce a brand movement that ignited exponential growth in every key market. The campaign was such a hit that it’s approach was later described as the gold standard in influencer marketing by Forbes.

Nomo Soho Hotel, New York

Iván Medina

Celebrity Headlined Event Organization and Production.


The Objective:


The Nomo Soho Hotel wished to plan a celebrity headlined, media covered event to ignite consumer traffic and overall brand presence during NY Fashion Week, February 2016. Despite the fact the Nomo Soho only had a limited budget, they still wished to create a tremendous impact amongst fashion week patrons as well as in the associated press, and put their faith in us to devise an ultra cost-effective method to pull it off.

The Strategy:


In order to secure the support of a few prominent celebrities (whose presence in turn would attract the media coverage the Nomo Soho desired) we organized a live photo exhibition of the latest works of a trending fashion photographer Bryce Thompson which strategically featured many of today’s most coveted pop icons and supermodels in the actual display images. Since these stars gave their consent to be featured and were therefore tied to the event naturally, we were able to garner the organic support of celebrities such as Emily Ratajkwoski, Sara Sampaio, Devon Windsor, who came to pose next to their images and create a press spectacle.

The Results:


The event was filled to the rafters with leading press publications (including People Magazine and the NY Post) covering the exhibition and the carousel of stars such as Sara Sampaio and Emily Ratajkowski passing through. It attracted an elite crowd of 500 patrons, generated an avalanche of media coverage and social media coverage, and ignited perception of the Nomo Soho as the new hot celebrity hot bed during NY Fashion Week, a perception which helped them significantly increase their sales and occupancy rate through the rest of 2016.

miércoles, 23 de enero de 2019

Valdez Panama Hats

Iván Medina

Exponential Growth Formula - VPH, Valdez Panama Hats Launch Campaign


The Objective:


VPH sought to partner with a major celebrity to spearhead their US Launch. They wanted the celebrity to be one of the world’s foremost stars, to appeal to a millenial trend conscious consumer audience, and to create a branded product that could spark the attention of high end retail/department stores.

The Strategy:


Thanks to our relationship with her, we were able to confirm Cara Delevgine for the campaign at a steal of a price. We then worked with VPH to design a hat attuned to Cara’s personal style and audience tastes and organized a viral US Launch campaign consisted of social media endorsement posts from Cara, supplementary digital media content and product imagery, and extensive campaign media coverage and packaging that could be utilized to spark the interest of prospective new retail partners for VPH.

The Results:


Within just weeks, we turned the heads of 30 million consumers directly towards VPH, garnered over 1 million new viewers of the company’s pages, attracted the attention of Colette in Paris which now sells VPH, and altogether boosted sales inquiries by more than 30% within a 3 month window.

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