Media Relations + Social Media Strategy + Event Support + Strategic Partnership
Korbella is a one-of-a-kind jewelry maker that offers accessories made from actual parts of the Eiffel Tower. From the visionary mind of founder Paul Bedell, Korbella creates a unique jewelry experience by allowing people to carry a piece of Parisian identity and mystique wherever they go. In 2012, Korbella partnered with Red Fan to establish a stronger presence during key holiday seasons and expand its national awareness.
To meet and exceed Korbella’s goals, Red Fan designed a public relations and marketing campaign consisting of three major components: media relations, social media engagement, and a launch event. Red Fan coordinated with Austin newspapers and magazines with a focus on lifestyle and culture and secured coverage showcasing Korbella’s unique designs. Red Fan also seized the opportunity to position Korbella as a meaningful gift for people who love all things French. Using this as a leading message, Red Fan successfully earned editorial placements for Korbella in gift guides during Valentine’s Day and other holidays inside Milieu Magazine, Tribeza, TravelGirl and more.
By integrating and aligning social media with the overarching PR effort, Red Fan increased Korbella’s engagement directly with its target audiences. Red Fan developed social content focused on sharing high-quality photographs that highlighted the aesthetic of each jewelry piece worn on a model, allowing potential customers and followers to envision how it would look on themselves. For example, Red Fan implemented an interactive contest in partnership with the Austin Lifestyle Magazine. This contest prompted the audience to “like” a post featuring a photo of a special edition of Korbella’s Paris Dreams necklace just in time for Valentine’s Day. The contest created buzz and exposure around the Korbella brand with over 3,300 likes on the contest post.
The final pillar of Red Fan’s PR strategy included a customized trunk show event to connect Korbella with Francophiles in the heart of Austin. Red Fan invited local bloggers, influencers and press to attend Korbella’s official launch, and gave guests the opportunity to catch a first look at Korbella’s newest collection and make purchases. Influencer engagement combined with custom sales opportunities elevated Korbella’s brand in the Austin market.
Throughout Korbella’s integrated campaign, Red Fan secured coverage in local publications such as Tribeza and Austin Lifestyle Magazine, as well as national publications including Eat Love Savor Magazine, Bonjour Paris and Splash Magazine.
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