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Case Study: Paul Drish

Situation

Paul Drish is a luxury men’s leather footwear & accessories brand which launched in December, 2014. We were brought on to handle their launch campaign as of November 2014. Quickly, we mobilized to plan and execute a media launch event at the brand’s speakeasy showroom in Tribeca in early December, while also kicking off social media strategy, influencer marketing and general press coverage of this direct-to-consumer collection.

Strategy

Using the media launch event as a spring board, we were able to secure initial press with WWD’s Footwear News, Footwear Plus, and Vamp (all of the key footwear trade publications) as well as Labeling Men, YRB Magazine, Fashion Times, Fashion 360, Beauty News NY, Lucky Mag, and Downtown Magazine. We also partnered the brand with key menswear influencers including: Dressed to Ill, Boy Meets Style, Anything and Everything LA, Blake Scott, Gents Lounge, Daily Mister, Men’s Fashion Post, Steven Onoja, Astute Attire, North of Man, Ian Michael Crumm and @HighFashionMen (1.2M followers on Instagram). We continued into the new year strong, with emphasis on national men’s lifestyle publications that are digital (since the brand is solely e-commerce based) to drive traffic to the website and ultimately the shopping cart. National men’s placements include: Urban Daddy, The Manual, Get Kempt, Gear Patrol, MSN and Men’s Fitness. We simultaneously initiated the brand’s social media accounts, with an emphasis on Instagram, to drive consumer and influencer awareness. The brand’s following has grown organically (no paid placements here!), thanks to the relationships we built with several key menswear influencers, surpassing 4000 followers after just 3 months, and continues to snowball. Due to Paul Drish’s rapid success, the brand has already expanded to offer bespoke services (turnaround time is 14 business days from design to delivery), a larger size run (up to size 16) and international shipping.

Results

  • Press Placements have driven a significant increase in traffic to the website, increase in appointments at the showroom, and increase in sales (the Urban Daddy piece alone increased web traffic during that month by 20%)
  • 4000+ organic followers on Instagram in 3 months
  • Over 86 Press Placements during 6-month launch campaign, reaching over 59 billion media impressions
  • Top placements include: Urban Daddy, Footwear News, The Manual, Get Kempt, Gear Patrol, MSN, DETAILS Network, Men’s Fitness, Fashion Times, YRB, Vamp, Guest of A Guest, INC. Magazine, and AM New York

Top Placements