KAY Jewelry x Neil Lane Celebration Event
CHALLENGE
In celebration of their -year partnership with renowned jewelry designer Neil Lane, KAY Jewelers and Neil Lane hosted an exclusive evening unveiling Neil Lane’s latest masterpiece with lab-created diamonds, NeilLaneArtistry, while highlighting his most treasured vintage jewels and artistic creations. Looking to engage industry tastemakers, The Brand Agency was tasked with securing press, influencers, stylist and makeup artists to attend the celebration event and generate noise around KAY and Neil Lane’s partnership through digital media coverage. In addition to organic attendees, TBA was also challenged with locking in two notable celebs to attend and share on their social media highlighting this remarkable event.
STRATEGY
Keeping the brand’s ethos in mind, The Brand Agency swiftly embarked on the meticulous curation of a select list of industry tastemakers to attend organically. Understanding the desire to secure two celebrity brand anchors for the event, TBA presented an exhaustive of potential candidates that aligned with the KAY brand image. Knowing the announcement of the collection was underway, our team tapped press contacts at targeted fashion outlet, WWD, to secure an exclusive and interview Neil Lane and KAY Executive, Lisa Ingram. As outreach kicked off, TBA recognized the need to expand on invitees with many individuals out of town at fashion week events. On event day, TBA handled all talent attendees as well as press introductions and appointments for press preview. Post-event, our team diligently media monitored to capture coverage in real time.
RESULTS
OVER 3.9 BILLION MEDIA IMPRESSIONS AND 28.6 MILLION SOCIAL MEDIA IMPRESSIONS THROUGH THE BRAND AGENCY’S EXTENSIVE NETWORK
As a result of our efforts, The Brand Agency secured over . billion media impressions including an exclusive in leading fashion outlet WWD, which syndicated to national news outlet, Yahoo! News. In addition to WWD, National Jeweler, Entertainment Tonight, The Messenger, OK! Magazine and LA Magazine, also shared with their audience highlighting the new collection. TBA also hosted press appointments including Reuters, The Zoe Report and LA Weekly for an intimate chat with Neil, while others joined later in the evening like The Hollywood Reporter, WWD, InStyle and The Messenger. The kick off the evening, TBA locked in two mega creators and celebs Tay Lautner ( . M followers) and Becca Tilley ( M followers) to anchor the evening while highlighting the diamonds on their social media. The team secured three creators to be “dressed” in diamonds on Luann Diez ( k followers), Hana Sim ( k followers) and Hope LaVine ( . k followers) who were all thrilled to be selected to wear some KAY Jewelry for the evening. Some notable guests in attendance include Tik Tok star Chase Mattson ( k followers), Host, Actress, and YouTube content creator Kellie Sweet ( k followers), , Big Brother personality Taylor Hale ( k followers), and The Bachelor contestant Deandra Kanu ( .k followers) to name a few.
EVENT ATTENDEES
ATTENDEE OVERVIEW: CREATORS
● Chase Mattson - K followers
● Kellie Sweet - K followers
● Luann Diez - K followers
● Elwa Saleh - K followers
● Nina Sterckx - K followers
● Anyela Damas - K followers
● Sruthi Jayadevan - K followers
● Kaylen Zahara - K followers
● Kinya Claiborne - K followers
● Denise Vasi - K followers
● Taylor Hale - K followers
● Garrett Hawley - K followers
● Maryam Ghafarinia - K followers
● Shalice Brawner - K followers
● Hana Sim - K followers
● Lisa Linh - K followers
● Nemo Zhou - K followers
Sara Suleiman - K followers
● Allison Barker - K followers
● Pia Mance - K followers
● Julianne Truong - K followers
● Jessica Moore - K followers
● Loren Mack - K followers
● Deandra Kanu - . K followers
● Kheira Bettir - . K followers
● Hope Lavine - . K followers
● Danielle Burnett - . K followers
● Kamry James - . K followers
● Charis Smith - . K followers
● Hannah Roeloffs - K followers
● Roger - K followers
● Bella Bruno - . K followers
● Chamar Moore - . K followers
● Hasley Pitman - . K followers
● Chloe Miller - . K followers
● Saige Peterson - . K followers
● Madison Bar - . K followers
● Nina Villalvazo - . K followers
● Amina Marie - . K followers
● Michele Chung - . K followers
● Ashley Heaton Kuczenski - . K followers
● Piper Grandinetti - . K followers
● Vanessa Oblinsky - . K followers
● Rachel Nosco Bierschenk - K followers
● Taylor Krause - . K followers
● David Cho - . K followers
● Shelly Camarillo - . K followers
● Lauren Lutostanski - . K followers
● Mary Shiyoko Nataniya - . K followers
● Vanne Ochoa - . K followers
● Harrison Toohey - . K followers
● Kenzie Campbell - . K followers
● Bijan Shaw - . K followers
● Vanessa Khalili - . K followers
ATTENDEE OVERVIEW:
STYLISTS/MAKEUP ARTISTS
● Adam Ballheim
● EJ Ellison
● Ivanna Fontana
● Jennifer May Nickel
● Jo Baker (Makeup Artist)
● Julie Jules (Makeup Artist)
● Lauren Jeworski
● Mila Thomas (Makeup Artist)
● Mylah Morales (Makeup Artist)
● Sean Harris (Makeup Artist)
Solange Franklin
PRESS
● Reuters
● The Zoe Report
● LA Magazine
● The Hollywood Reporter
● The Messenger
● WWD
● InStyle
● The Wrap
● Brides
● Purewow
● LOOP Magazine
● The LA GirL
NEIL’S FRIENDS
● Bruce Bozzi
● Don Bacigalupi
MEDIA COVERAGE HIGHLIGHTS
DIGITAL MEDIA COVERAGE
FullCoverage:HERE
TotalMediaImpressions: , , ,
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PAID SOCIAL MEDIA COVERAGE
Full Coverage:
Total Social Impressions: , ,
Tay Lautner - Instagram , , Followers
Tay Lautner - Instagram , , Followers
Becca Tilley - Instagram , , Followers
Becca Tilley - Instagram , , Followers
ORGANIC SOCIAL MEDIA COVERAGE
Full Coverage: HERE
Total Social Impressions: , ,
Kirsten McNeill- Instagram , Followers
Lisa Linh - Instagram , Followers
Kellie Sweet- Instagram , Followers
PureWow
Angela Melero- Instagram , Followers
Dagmara Cintron - Instagram
Mike Vulpo- Instagram
The Messenger
Deandra Kanu - Instagram
, Followers
Parris Rose - Instagram
The Knockturnal
Shelly Camar - Instagram , Followers
Karina Ixta- Instagram , Followers
Madison Bar - Instagram , Followers
Nina Nguyen Sterckx- Instagram , Followers
Julie Jules- Instagram , Followers
Hope LaVine - Instagram , Followers
Begine Whiteklein - Instagram , Followers
Ivanna Fontana - Instagram , Followers
Hana Sim - Instagram , Followers
Elle Jesus - Instagram , Followers
Amber Berumen - Instagram , Followers
Lauren Luto - Instagram , Followers , Followers
Isabella Bruno - Instagram , Followers
Krizia Carbonell - Instagram , Followers
Nemo Zhou - Instagram , Followers
Vanne Ochoa - Instagram , Followers
Nina Villalvazo - Instagram , Followers
Piper Grandinetti - Instagram , Followers
Kaylen Zahara - Instagram , Followers
Maryam Gharafinia - Instagram , Followers
Heidi Nicolle - Instagram , Followers
Bruce Bozzi - Instagram , Followers
Chloe Tess Miller - Instagram , Followers
HalseyPitman - Instagram , Followers
Jacqueline Clark - Instagram , Followers
Chase Mattson - Instagram , Followers
Alison Barker - Instagram , Followers
Mary Shiyoko Nataniya - Instagram , Followers
Jennifer May - Instagram , Followers
Michele Chung - Instagram , Followers
Jessica Moore - Instagram , Followers
Julie Hartwell - Instagram , Followers
Kenzie Campbell - Instagram , Followers
Lauren Jeworski - Instagram , Followers
Madelyn Wysner - Instagram , Followers
Rachel Nosco- Instagram , Followers
Roxy Manning - Instagram , Followers
Saige Peterson - Instagram , Followers
Shalice Noel - Instagram , Followers
Shannon Stone - Instagram , Followers
Sruthi Jayadevan - Instagram , Followers
Tammy Kay Ly - Instagram , Followers
Gurneet Mangat - Instagram , Followers
Sara Suleiman - Instagram , Followers
Vanessa Oblinsky - Instagram , Followers
Vanessa Khalil - Instagram , Followers
Luann Diez - Instagram , Followers
Sean Harris - Instagram , Followers
Grace Pae - Instagram , Followers
Ashley Kuczenski - Instagram , Followers
Bijan Shaw - Instagram , Followers
Charis Smith - Instagram , Followers
Adela Guerra - Instagram , Followers
Mylah Morales - Instagram , Followers
Moniqua Williams - Instagram , Followers
Julianne Truong - Instagram , Followers
Roger Who- Instagram , Followers
Thank you!
