When model turned style icon Alexa Chung decided to create her own ready-to-wear line, she turned to Purple PR to create a successful launch plan. Purple PR set out to not only create an awareness campaign, but build hype and excitement around the launch.
The team knew they needed to monitor media mentions in order to measure impact but realized manually tracking coverage would be time consuming. They turned to Discover by Launchmetrics to monitor the online and social media coverage generated through campaign activities. Reports also highlighted key insights such as top countries and the most valuable media outlets.
The United States & United Kingdom generated over 50% of the total hype around the ALEXACHUNG launch.