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REFRAMING THE ENTIRE EYEWEAR INDUSTRY

August 20, 2020
Privé Revaux, a direct-to-consumer, startup eyewear brand, wanted to make a major splash in the competitive global eyewear market via their range of stylish, high-quality shades for only $29.95 per pair. We implemented a multi-tiered PR and Marketing strategy centered on authentic celebrity engagement, creative storytelling, original content and star-studded events that delivered a constant flow of 24/7 news, dominating headlines and social feeds across the globe. LAUNCHING  A HIGH QUALITY EYEWEAR LINE We recruited brand ambassadors Jamie Foxx, Ashley Benson, Hailee Steinfeld, and brought on Madelaine Petsch from Riverdale for Prive’s first capsule collection. Carefully curated for their individual style, diverse fan base, media appeal, and authentic connection to Privé’s vision – each of the visionaries became true partners, rather than paid endorsers, to help fuel visibility and engage consumers. Targeted media were then selected for exclusive behind-the-scenes access to campaign photoshoots. Our team arranged a media tour of fashion, entertainment, lifestyle, and business media outlets with each celebrity partner. This secured press coverage ran in conjunction with the brand’s official e-commerce launch with Amazon.com. Thanks to this always-on news engine, we secured over billions of media impressions within the first year and our VIP seeding team successfully placed products on more than 100 celebrities, creating a cult-like following for the brand. In the short time since launch, Privé Revaux‘s footprint has expanded globally to 70 countries, in 3,000 retail outlets and in January 2020, Safilo Group, one of the largest manufacturers and distributors of eyewear acquired a majority share in the business, valuing Privé Revaux at $100 million. Successfully transforming a seasonal accessory into a coveted fashion item, the brand continues to garner 160 million impressions per week, with no signs of slowing.

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Crooke Joins R&CPMK Senior Director of Talent Anna Thackeray LONDON – September 28, 2022 – R&CPMK announced today the expansion of the agency’s London-based talent publicity team, with the addition of MK Crooke as Account Director. In the role, Crooke will manage a collection of R&CPMK’s signature talent clients across film and television. Crooke’s existing clients will also join R&CPMK. Crooke will report to Anna Thackeray, Senior Director of Talent, who leads R&CPMK’s UK publicity group. “The growth of our London team, led by Anna, represents an exciting and natural step in executing best-in-class publicity campaigns and strategic advisement
R&CPMK President of Digital Entertainment and Gaming, Melissa Schumer, shares with Adweek how the three industry-leading brands are developing novel ways to tap fandoms from various genres, and how R&CPMK is helping them connect with fans and consumers. “Fans represent the most loyal consumers for any given product. Understanding the power of fan communities allows smart brands to increase their reach among those communities through novel partnerships. Here’s how Mastercard, Crunchyroll and Hasbro surprise and delight fans to build their own fandoms.” Read the full article on ADWEEK.

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