A Dust client since 2009, iconic swimwear brand, Seafolly Australia, is renowned for its seasonal faces including Miranda Kerr, Martha Hunt, Camille Rowe, Behati Prinsloo. Within the context of the wider brand strategy Dust PR manages the UK roll out of all the brand’s campaigns, and most recently broke with Gigi Hadid.
Working under embargo and with a need for immediacy and measurable ROI, Dust’s editorial strategy targeted UK digital media first, followed by print publications, whilst also allocating opportunities to the French, German and Dutch markets as part of our role as lead agency for Europe. Liaising directly with Hadid’s management, IMG, to navigate existing commitments, we facilitated phone and email interview exclusives that were anchored to Seafolly as a brand.
Public + Media Relations
Digital + Social Media
Dust launched Seafolly’s Gigi Hadid campaign in the UK with lead interviews on Vogue.co.uk and Harpersbazaar.co.uk, timed to go live simultaneously with Australia and the US. This was then extended out with further digital coverage including Grazia, Marie Claire, Glamour and Who What Wear, and the total editorial value for the campaign equalling over £1 million. Dust’s multi-layered approach to releasing the campaign also ensured imagery and related product was featured prominently across all key swimwear fashion features and wrap ups throughout the season.