To use a limited PR budget to help create a broader, stronger and ‘futureproofed’ high street presence for the Gossard brand, inspiring a new generation of lingerie buyers.
How did we help?
A new face (and body) for Gossard. A new Gossard Girl. Someone relatively unknown due to budget implications but someone who would inspire a new generation of customers with a more realistic aesthetic. Toast recruited Neighbours star (and Holly Valance sibling) Olympia Valance, subsequently breaking her profile in UK with the successful media relations and social media launch strategy.
Total reach was 2,694,782,799 and calculated AVE £1,198,470, including Mail Online, The Sun, Evening Standard, Daily Express and Daily Star. John Lewis added Gossard to its lingerie department both online and instore including its Oxford Street flagship store – the biggest and most significant new signing for the brand in a UK department store in recent memory. Gossard further increased its representation on ASOS and they are now in a number of talks with big US retailers and Toast assisted with an NYC press launch using Olympia’s imagery.