+ Communications strategy
+ Media engagement
+ Influencer program
+ Event production
To celebrate 170 Years of cult New York brand Kiehl’s, and the launch of its Limited-Edition Commemorative collection, Cassette held a milestone event at the newly-opened W Melbourne hotel (and fellow New York icon) for media and influencers.
After a year of no events, this was an opportunity to bring fans of this cult, ever-relevant brand together for a very special moment, generating powerful media coverage.
+ Communications strategy
+ Media engagement
+ Influencer program
+ Event production
A milestone event saw media and influencer guests transported to New York City, the home of Kiehl’s, for one special night.
Cassette created ‘170 Year’ media kits with Limited Edition Kiehl’s product, Gatsby-style champagne saucers and champagne to share the brand’s incredible story, and ensure recipients everywhere could join in the celebrations.
In an ode to New York City, Cassette created an event where guests were transported to what felt like a night in the city that never sleeps. Melbourne’s cool and creative set were joined by VIP interstate guests who were accommodated at the W with a special Kiehl’s experience waiting in every room.
From branded robes to New York cocktails, with a surprise synchro-swim performance in front of the Kiehl’s pool lounges, and that unforgettable city skyline view – this was an event unlike any other, and it generated social media coverage to match.
Supporting the milestone for national media and influencers, Cassette created premium gold-themed media kits with the 170 Year product, a vintage-style champagne saucer and a mini bottle of champagne, and a media release to tell the story of the brand’s 170 Year journey, ensuring recipients everywhere could join in the celebrations.
The Kiehl’s storytelling was powerful and visual, new and enduring connections were created and the brand was the most talked about within its highly-competitive set.
What a night, and a month for Kiehl’s! With all eyes on Melbourne – as one of the only physical celebrations taking place globally – the 170 Year event was a smashing success.
The Kiehl’s storytelling was powerful and visual, new and enduring connections were created and the brand was the most talked about online within its highly-competitive set. Cassette’s communications strategy to support this milestone for Kiehl’s generated exceptional editorial nationally, securing over 400 pieces of media and social media content, reaching a combined audience of 16 million with 100 percent positive brand sentiment.
