Amopé

Making Footcare Fashionable

Highlights

8.5+

million

media impressions

17

media and bloggers

in attendance

27

brand mentions

on social media

Situation Analysis

Amopé, a foot care brand meaning “love my feet”, provides consumers with the beauty tools they need to love every step they take. Following the launch and successful sales year for the Pedi Perfect Electronic Foot File in 2014, Amopé wanted to build brand advocacy to maintain sales strength during the summer months, a key period for the product. Amopé tasked MAVERICK with developing a strategy to secure coverage in major fashion and beauty outlets Summer issues, with a modest budget of $20,000.

Strategy

In a saturated market cluttered with foot care products vying for the number 1 beauty spot, MAVERICK knew a unique and valuable experience needed to be created that would pique the interest of fashion and beauty media, during such a busy time of year.

Her Majesty’s Pleasure, a spa and cocktail bar located in the heart of King West Village, had just opened at the time of planning. MAVERICK jumped at the opportunity to collaborate with a new, bespoke venue to host an exclusive, intimate spa day for select media, courtesy of Amopé.

Execution

MAVERICK secured Her Majesty’s Pleasure, hosting key fashion and beauty media and bloggers for an exclusive, intimate spa day. We provided a variety of spa services to each guest, including an Amopé pedicure using the Pedi Perfect product, serving signature cocktails and hors d’oeuvres. Media left primped and pampered, with an Amopé gift bag in hand complete with the product, a branded cookie, and media materials.

Media unable to attend were sent a robust media package, including the Pedi Perfect, so they could try it at home for themselves.

Results

The event was host to 17 media guests, including FASHION Magazine, Glow Magazine, FLARE, The Loop, The Kit, and Lou Lou. The event generated over 8.5 million impressions in 12 media outlets, with 27 mentions in social media during the event. MAVERICK was able to execute the event for $19,400.

The spa day at Her Majesty’s Pleasure was a huge success. It allowed Amopé to connect with media one-on-one and encouraged product trial, creating a lasting experience at the hottest new beauty venue in Toronto. Guests were thrilled with the experience (who doesn’t love being pampered!) and were impressed by Amopé’s latest beauty tool. The event achieved Amopé’s objective, building brand advocacy for the must-have foot care product of the summer by major media outlets.