FEATURED WORK Organic Collaboration: CorePower Yoga & Julianne Hough
For a brand, a celebrity endorsement can be a powerful tool. But collaborating authentically with a celebrity? That’s priceless.
When Randy Goldberg and David Heath founded Bombas – the stylish sock brand with a unique one-pair-bought, one-pair-donated mission – they predicted that it would take 10 years to reach the “one million pairs donated” milestone. They were off by about seven-and-a-half years.
In September 2016, Bombas announced that one million pairs of its purpose-built socks had been donated to homeless shelters across the U.S., where socks are the number-one most requested item. This occasion deserved a celebration, and TURNER set out to create a buzz-worthy moment that showcased Bombas’ rapid rise and righteous approach.
WHAT WE DID
TURNER suggested creating a “Thank You” video called A Million Thanks that would tell the story of Bombas’ journey from the start and offer thanks to everyone who supported the brand on the road to the million-pairs milestone.
We also knew of a great visual hook. From the very beginning, David had promised to get a tattoo of the Bombas logo on his arm if/when the company reached the millionth pair mark. He had no intention of breaking that promise – and we wanted to capture that moment on film.
Additionally, to engage with past partners, influencers, media and celebrities and thank them for their support of the brand, TURNER recommended creating a special “Celebration Box” to produce a shareable moment tied to the milestone. A call to action was included encouraging Bombas supporters to share on social media in some capacity and in turn the brand would donate on their behalf or to a shelter of their choice.
Through our strategic press outreach to targeted long- and short-lead media, Bombas’ news was highlighted in such outlets as Good Housekeeping, Modern Luxury Manhattan, The Manual, Well + Good and Women’s Running. As for the Celebration Box, TURNER secured social placements from editors and writers at ELLE.com, Harper’s Bazaar, Good Housekeeping, Teen Vogue, and GQ. Now … on to Bombas’ next million pairs!
How do you say goodbye to a Boston sports legend like David “Big Papi” Ortiz? ’47, the Boston-based sports lifestyle heritage brand dedicated to fan apparel and accessories, wanted to honor the slugger’s last season in a big – and totally unique – way.
The brand’s challenge was to drive sales for its David Ortiz special edition consumer collection and pop-up shop, as well to position the relationship in a way that cemented brand awareness in both the Boston market and on the national stage. Ortiz is one of the most respected players in Major League Baseball and his brand power was at an all time premium in his 2016 retirement season. ’47 wanted to execute a press stunt in the form of a retirement homage that would be first-to-market, and first of its kind – a headline-grabber that would outshine the competition. To back this up, the brand would execute some point-of-view meet and greet promotions that would tie the brand’s heritage to this beloved athlete’s career.
What We Did
TURNER, ’47’s agency of record, sought to produce an original tribute to Ortiz that would capture the attention of all Boston local media, as well national sports and lifestyle media, and tie in with The David Ortiz Children’s Fund. With fall approaching, our sports marketing and experiential team worked with a farm just outside of Boston to create a Big Papi homage in the form of an eight-acre corn maze.
Designed in Spring 2016 and perfected/cut towards the end of the Red Sox’s regular season, the maze featured an iconic image of Ortiz pointing to the sky – his signature celebratory move – and included a ’47 logo, along with the words “Thank You Big Papi.” During the “corn cutting” process, TURNER coordinated a still motion drone video to capture the process and final result.
On August 31, 2016, Ortiz visited the farm for the maze’s unveiling with his family and 100 beneficiaries of the David Ortiz Children’s Fund, which is committed to helping children in New England and the Dominican Republic. More than two-dozen cameras and hosted media attended the special event. Ortiz officially opened the maze by swinging his bat at a corn stalk, executed a press conference, and flew over the corn maze for a bird’s eye view, accompanied by hosted members of the media.
’47’s iconic logo and imagery was worked into not only the corn maze design itself, but all the product Oritz and his guests wore, the site signage, outdoor advertising in around the Boston area, and backgrounds for all press interviews. TURNER handled all talent and commitment coordination between the Ortiz team and the brand, including management of athlete hospitality, scripting key points, media training of key messages, coordination of press line and press conference, staffing and coordination on site including security detail and conversions. Ortiz was blown away by the event and execution, the first of dozens of tributes to follow in the last weeks of his Major League career.
One month following, TURNER coordinated an appearance with Ortiz in ’47’s “Big Papi Pop Up Shop” at Fenway Stadium. ’47 executed a “Share your Big Papi Moment” via its social channels, as well as Ortiz’s channels, for a chance to meet him in-store. Five winners won a meet and greet, and a FOX Sports reporter conducted a personal sit-down to walk through the beautifully curated shop with ’47’s Principal Bobby D’Angelo and Ortiz himself. The piece delivered optimal message pull through and execution.
TURNER set the bar high for earned media, and hit a Big Papi-sized home run in the process. Dozens of national sports and lifestyle publications, blogs and independent influencers reported on the tribute, crediting the ’47 brand for execution. From USA Today, ESPN, and the Associated Press to FOX Sports and the Boston Globe, the Ortiz event garnered more than 100 unique stories and more than 1.6 billion reported impressions.
Renowned outfitter Fjällräven has its origins in Sweden, but the brand has deep roots in Colorado as well – and it wanted TURNER to help strengthen those roots. So we turned to the Park Hyatt Beaver Creek Resort & Spa, one of the state’s premiere Rocky Mountain escapes, for an inspired collaboration: the Backpack Concierge Program.
WHAT WE DID
Fjällräven’s premium, sustainable backpacks are sturdy and stylish – and perfect for Rocky Mountain explorations. To take advantage of Park Hyatt Beaver Creek’s abundant outdoor adventure opportunities, TURNER and Fjällräven implemented a Backpack Concierge Program at the resort for the 2016 summer season. Hotel guests had the option to borrow a Kaipak or RUCKSACK NO. 21 MEDIUM through the resort to use on local hiking trails during their stay. The backpacks came stocked with “Local Secrets” cards, custom-designed by Park Hyatt Beaver Creek’s team, filled with tips on places to go and things to see, from hidden hot springs to dog-friendly hikes.
It was almost inevitable that guests would fall in love with their Fjällräven gear – so the program made it easy to take the next step. Those who participated in the program received a 10 percent discount towards future Fjällräven purchases.
To get the word out about the Backpack Concierge Program, a personalized package was sent to 14 editors in the travel and outdoor spaces. Each kit included a Rucksack No. 21 Medium, a reusable water bottle, sunscreen, trail snacks and a custom guide to outdoor recommendations near the resort.
The program was a hit with both media and guests, strengthening Fjällräven’s presence in Colorado and bolstering Park Hyatt Beaver Creek’s reputation as a resort with out-of-the-ordinary summer offerings. TURNER’s outreach efforts resulted in coverage from Afar, Luxury Travel, Town and Country, Country Living and MSN.com.
Its roots are as a military outfitter, but in recent years heritage American outerwear brand Alpha Industries has emerged as a power player in the fashion world. Worn by celebrities, influencers and artists alike, Alpha is sweeping the streets in style with its timeless MA-1 Flight Jacket, and has become one of this season’s biggest trends.
TURNER set out to capitalize on Alpha’s moment by launching the brand’s #AlphaMission social media campaign at Austin, Texas’ South by SouthWest (SXSW) — one of the world’s biggest (and most influential) music, film and interactive media festivals.
WHAT WE DID
In an effort to expand Alpha Industries’ social following and promote the #AlphaMission hashtag (which encouraged users to share photos of how they explore with their Alpha gear), TURNER implemented a social street style and influencer activation program during SXSW. The brand created a presence at SXSW producing rich, captivating content in collaboration with musicians, and covering street style and performance showcases.
Alpha Industries’ SWXW presence was centered on a VIP gifting suite that targeted top tier artists, as well as local emerging bands. More than 35 performing artists were gifted with MA-1 Flight Jackets prior to the festival, while top line artists such as DNCE and Kacy Hill were given custom pieces.
Meanwhile, TURNER team members were on the ground during the festival capturing SXSW street style, spotting Alpha Industries gear, and trend spotting via Instagram, Twitter and Periscope. In additional to covering the festival, we were able to execute consumer-facing activation for attendees offering discounts via stickers passed out throughout the festival.
The activation program generated buzz among influencers and increased social engagement organically across Alpha Industries’ social platforms. The gifting suite reached artists Kacy Hill and Prince Fox who posted on their social platforms and tagged the brand, while Joe Jonas was seen out and about wearing his custom jacket. With this program we were able to foster new relationships with artists and labels for future collaborations and expose the brand to a new audience.
First impressions are everything – especially for brands. That’s why making a significant splash in a new market is vital at all stages, from the lead-up to the grand opening to what comes next. It’s about building buzz, but also maintaining buzz.
In December 2015, premier yoga brand CorePower Yoga entered the Philadelphia market, opening its first studio in the heart of the city. TURNER was challenged with supporting the studio’s pre-, grand and post-opening to ensure maximum consumer impact, membership conversions and continued foot traffic.
WHAT WE DID
To yield significant media coverage and buzz surrounding CorePower’s entry into Philadelphia, TURNER focused on in-market media engagement tactics, including exclusive pitch opportunities, a pop-up experience, a pre-opening media event and post-opening reviews and spokesperson interviews.
Specifically, we curated an exclusive media hour prior to the grand opening “Friends & Family” class to allow local journalists and bloggers the first chance to cover and review the new studio. We invited guests in for a brand overview, studio tour and retail showcase before joining CorePower Yoga’s signature heated vinyasa class. Following the class, media guests were treated to post-class refreshments and one-on-one time with the studio manager and instructors. Media and influencer attendees included Philadelphia Magazine’s “Be Well Philly” blog editor and a contributor to BizBash Philadelphia, both of whom wrote aptly-timed features highlighting CorePower Yoga as a new and leading player in the local fitness scene.
CorePower Yoga made a strong first impression in Philadelphia. TURNER secured a range of feature coverage positioning the brand as Philadelphia’s new leader in yoga, including key brand messaging and priorities such as its unique practice, opening promotions, studio manager and instructors’ point of view, grand opening event details and more. The coverage resulted in increased membership sales and continued community buzz and foot traffic. CorePower Yoga was featured in top regional print, online and broadcast media including Philadelphia Magazine, Philadelphia Weekly, FOX 29 News Philadelphia, FYI Philly (ABC 6) and BizBash Philadelphia, among others.
In 2015, an American icon turned 50 years old.
In late 1965, Alpha Industries was awarded its first contract by the U.S. military to manufacture a piece of apparel to keep soldiers in fighting form in the jungles of Vietnam. The result was the M-65 Field Coat, an upgrade to the M-51 and M-43 field jackets, which were worn by US soldiers in the Korean War and World War II. The M-65 served the military very well, becoming standard issue. Over the decades, the field coat also developed into a bona fide fashion statement, as tastemakers (and eventually runway designers) fell in love with its timelessly cool vibe. A half-century after it was introduced, Alpha’s M-65 Field Coat looks as good as ever.
TURNER wanted to make this celebratory moment a big one, in which we could leverage as a way to introduce to media the importance of the M-65 coat and its place in Alpha’s history.
WHAT WE DID
Alpha Industries and the U.S.’s military heritage are inextricably intertwined – so what better place to highlight the relationship than the nation’s capital, Washington D.C.? The urban setting, combined with the city’s history, made for an evocative setting, connecting the M-65 to the streetwear fashions of today, as well as the coat’s deep roots.
Alpha Industries and TURNER hosted a two-day press trip to Washington, D.C., inviting journalists from trendsetting such outlets as Highsnobiety, Selectism, MTV Style, Nylon, the Washingtonian and Marcus Troy. All invitees had a connection with the brand, showing an affinity for Alpha Industries, and we knew that they would bring the M-65 celebration to the right audience.
During the customized M-65 press trip, our guests got an inside look at the U.S. Capitol Building, paid a visit to Udvar-Hazy Air & Space Museum, and took Segways out for a tour of the war memorials.
The press trip culminated with an Alpha party at the Newseum where guests mingled with Alpha staffers and members of the military among an exhibit of archived Alpha Industries product. The celebration was capped by a full-scale fashion show of the brand’s current collection, linking Alpha’s storied past with its vibrant present.
The press trip put a well-deserved spotlight on Alpha Industries and the M-65’s 50th anniversary, earning detailed coverage in Highsnobiety, Selectism, MTV Style, Nylon, Marcus Troy and the Washingtonian. Here’s to 50 more years of M-65 excellence…
Compelling pitches, inspirational photography and innovative storytelling can all result in great coverage, but there are times when full immersion yields the greatest value.
That was the case with Oliberté. A sustainable fair trade footwear brand supporting workers’ rights in sub-Saharan Africa, Oliberté isn’t an ordinary company – its goal is to “do well while doing good.” TURNER thought that a customized FAM trip was the best way to show off the brand’s completely unique and completely inspiring story.
WHAT WE DID
First, we needed to find the right journalist – someone who appreciated and understood Oliberté’s goals and had access to top-tier publications that were a fit for the brand. Freelancer Olivia Fleming (Travel+Leisure, Elle, The New York Times) has made a name for herself as a writer with an eye for hidden gems, on-trend fashions and eco-consciousness – a perfect match for Oliberté.
To create a full immersion into the brand, TURNER and Oliberté brought Olivia to the brand’s fair-trade certified factory in Addis Ababa, Ethiopia for a first-hand look.
The trip emphasized the people of Oliberté – the company’s most valued asset. During her time in Addis Abbaba, Olivia experienced how each Oliberté shoe is made, and was able to meet many of the women who work at the factory. She hung out with our hosts, CEO and Founder Tal Dehtiar and General Manager Feraw Kebede, gaining essential on-site insight into the mission that drives Oliberté.
Additionally, Olivia got to experience Addis Ababa and see all it has to offer. She ate amazing traditional food, participated in an Ethiopian coffee ceremony, paid a visit to the famous open-air Mercato, and soaked in the country’s rugged and gorgeous landscapes.
Following her Oliberté immersion, Olivia’s trip resulted in a piece on Vogue.com that focused on brands in Africa that create high quality product and stand for an important mission, positioning Tal Dehtiar as a thought leader and putting Oliberté on the vanguard of conscious footwear manufacturing.
The digital world gives us an enormous range of connective possibilities… but sometimes the best tactic is to show off in person.
WHAT WE DID
On March 23 + 24, 2015, TURNER showcased Alternative Apparel’s Fall/Winter 2015 and Move collections at an all-brand press preview held at Stollway, a textile factory turned event space in Midtown Manhattan. The location was an essential ingredient: with its raw warehouse aesthetics, modern design and soaring ceilings, Stollway provided the perfect complement to Alternative’s sleek streetwear.
Editors were presented with a curated collection of key looks from each line and discussions included the 20th anniversary, sustainability practices, focus on fabric and fit and new silhouettes. Key media attendees included Self, Complex, Glamour, GQ, Shape, High Snobiety, The New York Times and more.
With 98 attendees, this season marked the most successful all-brand press preview TURNER has hosted to date. The two-day Showroom connected us with new outlets, writer and editors, while strengthening prior relationships for the Alternative brand. Editors were excited to see the progression of Alternative and its continued commitment to sustainable design.
When filmmaker/trendsetter Spike Lee rocked a one-of-a-kind, red Yankees New Era cap at the 1996 World Series, he showed millions a new way to look while supporting your team – and provided the brand with one of the most game-changing moments in its 90-year history. Spike doesn’t usually do sequels, but he made an exception for New Era and in 2014, the director collaborated with the brand to create the New Era Heritage Series: 1996 World Series Spike Lee Collection.
What We Did
To celebrate the launch, TURNER and New Era hosted a panel discussion at the iconic Sunshine Theaters on Manhattan’s Lower East Side, with Spike, New Era CEO Chris Koch, and fashion influencer Marcus Troy discussing fashion and culture. In the audience were top tier journalists and lifestyle bloggers from The New York Post, Sportswear International, WWD and Alternative Press, among others. After Troy regaled the crowd with the story of the infamous red Yankees cap and how it came about, the speakers were joined on stage by two bona fide urban fashion experts: Frank 151 Founder Stephen Malbon, and Free Stylin’: How Hip Hop Changed the Fashion Industry author Elena Romero, who added to the free-flowing conversation, which was followed by an open Q&A session. Like pretty much everything else Spike does, it was extremely cool.
New Era coverage, er, spiked. The panel garnered more than 21 million impressions through feature coverage in national outlets including: WWD, Complex, The Source, Grungy Gentleman, Global Grind and Nylon for Guys.
Based in Portland, Oregon, Nau doesn’t just pay lip service to sustainability. From sourcing of materials and eco-friendly factories to the brand’s Partners for Change program, Nau follows the ethics of modern design and sustainability in every aspect of business.
TURNER’s challenge was to increase our target media’s understanding of Nau’s mission and expand Nau’s storytelling opportunities and brand messaging.
What We Did
TURNER opted to show, rather than tell, with an immersion experience that highlighted Nau’s sustainability, community, design and product innovation. We invited 10 editors to escape the city on a fall day trip to upstate New York orchard Fishkill Farms for an apple-picking excursion. The day kicked off with an organic breakfast, where attendees selected Nau gear to wear for their adventure. Upon arrival at the orchard, guests enjoyed a tour of the farm, picking of organic and Ecotrust apple varieties, and a farm-to-table picnic lunch provided by local sustainable caterers. Sustainability messaging was threaded throughout the day, with thoughtful discussions of the farm’s ecological farming methods and Community Supported Agriculture system, along with Nau’s perspective of building a better business.
Attended by a mix of lifestyle and fashion media from A Life Supreme, Cool Hunting, EcoFabulous, HighSnobette, Lucky Online, National Geographic, Men’s Fitness, Shape and William Yan, the trip built lasting editor relationships, in addition to media conversions that included higher-level brand messaging. Each attendee converted to a placement, either immediate or in holiday gift guides.
- Alpha Industries
- C9 Champion Target
- CorePower Yoga
- Duluth Trading Company
- Native Shoes
- Palladium Shoes
- Pure Barre