In order to reaffirm Rockland as a high-end and fashion shopping destination, we launched influencers marketing campaigns combined with outstanding events to drive people to the mall and create memorable experiences.

The first step involved Montreal's finest fashion bloggers, selected for their influence and their fit with the Rockland audience, to showcase the new Rockland and to curate the best products offered inside the stores.

The second step was to develop long-term partnerships with creative collaborators to enhance the experience inside the mall through signature events and create meaningful content for the public. Top model Coco Rocha (fashion), TV host Genevieve Borne (lifestyle) and Chef Jérôme Ferrer (gastronomy) were then presented during an exceptional event showcasing the expertise of our three ambassadors: Le banquet. On an incredibly long table, a fashion show styled by Coco Rocha was perfectly coordinated with a dinner by Jérôme Ferrer and a musical atmosphere by Geneviève Borne; under the eyes of media and VIPs.

This exclusive show was the first of numerous events (exhibition, fashion show, pop-up stores, ateliers...) and initiatives who allowed Rockland to shine among the public, on social media, and to generate close to 30 millions media impressions over the year.

Agency: Youville
Client: Rockland (Cominar)
Category: Advertising / Social / PR / Events
Roles and responsibilities: Creative director / Copywriter / Strategist


STRAT (2017) 
Prize « Best use of public relations »

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