CLIENT | Love, Bonito
Love, Bonito is the pioneering online fashion retail label in Singapore. Driven by a shared passion to empower women through style, Love, Bonito has earned a reputation for expertly striking a balance between style and affordability.
In 2014 October, the Singaporean-born fashion label is officially launched in Malaysia.
OUR SERVICES
- Communications Strategy
- Media & Public Relations
- Influencer Engagement
- Social Media Content & Management
- Event Management
DELIVERY
OCTOBER 2014: Love, Bonito Officially Launches in Malaysia
Singaporean-born fashion label Love, Bonito officially launched in Malaysia in October 2014, with a fashion show held at their newly opened store at Publika Shopping Gallery. It was also the unveiling of the Cheesie X Love, Bonito capsule collection to a star-studded audience, including Malaysian and Singaporean celebrities and renowned fashion bloggers.
APRIL 2015: Love, Bonito Modestwear Styling Workshop
Love, Bonito is regionally well known for its trendy style, flirty dresses and structured silhouettes. Patroned mostly by the Chinese demographic, Mad Hat Asia developed an activation targeted at the conservative and hijabista market.
OUR OBJECTIVE
To show Love, Bonito clothing in a new light and reach a new and unexpected demographic.
WHAT WE DID
We worked with 3 prominent Malaysian hijabista personalities to host a styling workshop, where each styled 3 selected pieces from Love, Bonito.
RESULT
ATTENDANCE
30+
guests from the personalities’ networks and Malay fashion media
PR VALUE
RM220,000
across online publications and social media
SOCIAL MEDIA ENGAGEMENT
400,000
likes, comments, shares & views
JUNE 2015: Love, Bonito Flagship Store Launch
Following the success of Love, Bonito’s pop up store in Publika Shopping Gallery, the fashion label decided to open its first-ever flagship store in Malaysia.
WHAT WE DID
Event Management
We worked with our partner – boutique influencer engagement agency Kinky Blue Fairy (@KinkyBlueFairy) to orchestrate a launch event that was memorable instead of the standard stuff. This included conceptualising the event, working closely with multiple third parties including an events agency, F&B and sponsors, crafting the event agenda, inviting relevant media, influencers and sponsors, as well as arranging on-ground media interviews.
Influencer Management
As a fashion label, a runway show was a given but we wanted to make it just a tad bit more interesting. So, we engaged 5 celebrities (and fans of Love, Bonito) to walk the fashion runway along with the models. This included one of the celebrities (Meliha Faisal) performing a ballad on the runway.
Media Management
To celebrate the brand’s milestone, we invited fashion media from multiple publications to join us for the exciting festivities.
On the event day itself, we arranged for a couple of on ground media interviews with the Love, Bonito founders – Rachel Lim and Viola Tan. All in all, the media had a good time watching the runway show, being entertained by a surprise runway performance, enjoying good food and shopping in Love, Bonito’s brand spanking new store.
Social Media
To build brand visibility and show off new collections, we engaged local celebrities and influencers to post their own #LBOOTD.
RESULT
ATTENDANCE
30+
media attendance across newspapers, online publications and broadcast channel
PR VALUE
RM350,000
across newspapers, online publications, social media and broadcast channel.
SOCIAL MEDIA ENGAGEMENT
800,000
likes, comments, shares & views across 1,800 unique posts
DECEMBER 2015: Love, Bonito Appreciation Soiree
Having been in the Malaysian market for a year, we thought it’d be really nice to show a little love for Love, Bonito’s closest friends for their unending support. So we thought we’d throw a little appreciation soiree to commemorate Love, Bonito’s one year reign in Malaysia and celebrate this momentous occasion with some of the brand’s most loyal supporters.
OBJECTIVE
To show gratitude and strengthen existing relationships with the Malaysian media, KOLs and sponsors.
To elevate Love, Bonito’s presence through the social media prowess of the Malaysian media, KOLs and potential partners.
WHAT WE DID
Event Management
We worked very closely with our partners – boutique influencer engagement agency Kinky Blue Fairy (Instagram @KinkyBlueFairy) and event styling agency Tish (Instagram - @TishMY) – to put together a soiree to remember for the brand’s most loyal and appreciated supporters. This included conceptualising the event theme, working closely with the event venue Sitka Studio to lock down the menu, ideating the creative media drops, crafting the event agenda, inviting relevant media, influencers and sponsors, arranging for on-ground media interviews and having an amazing time during the entire process. In order to accommodate the guests, we split the soiree into two separate sessions over lunch and dinner.
Media Engagement
To ramp up excitement and stand out from a mountain of events that typically take place in December, we thought it’d be nice (and necessary!) to send out a round of creative media drops to selected media and influencers for two reasons – to entice people to come for our event and to create social media buzz leading up to the event. To keep in line with the brand, we came up with a simple drop idea that was pretty and Instagram-worthy – pastel-coloured floral arrangement in sleek-looking boxes. To amp up the appeal, we thought it’d be really cool to arrange for a personal butler (picture a cute model dressed in clothes akin to Ralph Fiennes in The Grand Budapest Hotel!) to personally hand deliver the drops. This was a hit with the media and influencers who willingly posted about it on their social media pages.
On the event day itself, we arranged for a couple of on ground media interviews with the Love, Bonito founders – Rachel Lim and Viola Tan. All in all, the media and influencers certainly enjoyed themselves and were very appreciative of the brand’s efforts in reaching out to them to forge and strengthen relationships and show its appreciation.
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