In conversation with Lisa van Eck (Creative Strategist) about the client. What is your biggest challenge with this client?
“Our biggest challenge at AEG is that it is becoming increasingly difficult to realize earned media. Especially for a brand like AEG, which is not a fast-moving consumer brand, which means that product launches are less frequent. That is why we have to be creative in how we reach the target group and attract attention. We create news by working together with relevant partners and by connecting to existing initiatives such as the Dutch Sustainable Fashion Week and the Verspillingsvrije Week. In this way, we can show again and again how AEG helps to wash and cook more sustainably.”
‘We were able to tell AEG’s story in an inspiring way to a target group that values sustainability and style.”’
How did you ensure that these PR activities connected with AEG’s target group, the Ambitious Achievers?
“For AEG, we wanted to show not only the functionality of their products, but also how they fit into the lifestyle of Ambitious Achievers—people who strive for personalization, sustainability, and quality. We wanted to inspire them with simple, sustainable habits that fit their busy lives.
An example is our event with ELLE: the ‘Preloved with Care’ lunch & dinner. It was all about steaming, both food and clothing, with influencers, ELLE readers, and editors as guests. Fashion designer Ronald van der Kemp and ELLE editor-in-chief Anke de Jong talked about sustainable fashion and reuse. By working with ELLE, we were able to tell AEG’s story in an inspiring way to a target group that values sustainability and style.”
What collaboration are you most proud of?
“This year, we set up a long-term collaboration with sustainable fashion activist Sara Dubbeldam. Sara is committed to conscious and sustainable clothing. Together, we kicked off the collaboration during the AEG Care X Kings of Indigo event. Denim is one of the most polluting fabrics in the fashion industry, but with the right care, it can last for generations. During the event, influencers, journalists and sustainability experts came together for panel discussions, a customizing workshop and a denim art exhibition. With contributions from Sara Dubbeldam and experts such as Marieke Eyskoot and Lotte Langenkamp, we showed that fashion is only truly sustainable if it lasts.”
Results
- Over 20 collaborations set up with KOLs.
- AEG positioned as love brand and thought leader.
ELLE event:
- Branded content with ELLE
- 2 x 30 attendees: ELLE readers, influencers and stylists.
- 72 social posts with a reach of 1,807,956
Kings of Indigo event:
- 56 social posts with a reach of 981,386.