Assignment:  Brand Repositioning

 

SITUATIONAL ANALYSIS

The parent company of MPG sport, Mondetta, had recently been acquired by a private equity firm and in doing so they wanted to develop their fledging yoga brand, MPG, into a wider more accessible athletic lifestyle brand that could tap into the rise of the Athleisure wear cultural trend.  MPG needed to compete for awareness in the heavily competitive Athleisure wear marketplace dominated by major brands with big budgets.

 

THE STRATEGY

Position MPG as fashion forward Athleisure wear lifestyle brand by leveraging influencer marketing, events and branded content in order to get earned media and increase social media presence.

 

In order to execute on the strategy I proposed, I took on the role as consulting PR, Social Media and Special Projects Creative  Director and in doing so I:

 

• Developed and implemented a PR and Social media Strategy that communicated the brand as an athletic lifestyle fashion forward brand.  Coverage included broadcast, long lead magazines and short lead digital.

• Implemented social selling by leveraging Instagram, Polyvore and Pinterest platforms with a conversion rate of around 33 per cent.

• Built a community of Social influencers that embodied the brands ethos and drove sales through this network via an affiliate program.

• Signed Julianne Hough as MPG’s premier brand ambassador and manage the relationship from an account, PR, social media and creative perspective. The collaboration with MPG elevated the brands post engagement by over 260%. Source: Trendalytics Athleisure Report. 

• Special Projects: Pop-up stores in conjunction with Shape Magazine, In store appearances with Julianne Hough at Lord and Taylor stores and Core Power Yoga studios. Work out videos with Dance Body NYC and Branded Content with E Network, Cosmopolitan Magazine and Good morning America.