When Disaronno was ready to launch its limited-edition Versace collaborative bottle in the North American market in November 2014, Team Epiphany was engaged to conceptualize and produce an event experience. We kept the goals of maximized press coverage, organically integrated social media amplification and promotion of the brand’s storied Italian heritage in mind.
The strategic platform employed was “In Good Company,” wherein influential consumers and guests were granted access to the otherwise private atmosphere of the “backstage” of a fashion show.
Over 200 on-target guests attended the NYC launch event, including a diverse mix of celebrities, trade retailers and press. Downtown’s sweetheart Vashtie opened with a special DJ set before Samantha Ronson supplied hits as models unveiled the Disaronno Wears Versace bottle in front of a live audience including the likes of socialite Olivia Palermo and En Noir designer Rob Garcia. In lieu of a traditional photobooth, fashion photographer Steven Gomillion creative-directed studio-style portrait sessions with VIP guests. Every participant was gifted a print and digital photo takeaway, encouraging widespread sharing on social media.
The NYC launch event resulted in over 650 mentions of #DISARONNOwearsVERSACE, 11.4MM+ social media impressions and 61.7MM+ press impressions.