Launch of the collaboration between Myd and Amaury Paris
Amaury and Myd collaborated on a limited-edition capsule collection of two unique pairs of glasses, combining their creative flair to offer fashion enthusiasts high-quality accessories that reflect their distinct styles. This collaboration was set to launch with a physical event, but due to health concerns, TRENDS Paris pivoted the campaign to a virtual alternative, ensuring that the collection would still generate excitement and engagement.
The collaboration between Amaury and Myd was strategically designed to appeal to their shared audience of fashion-forward, creative individuals. TRENDS Paris analyzed the social reach and influence of the artists to develop a targeted influencer and media strategy. With this data-driven approach, the agency identified 20 key content creators and five hand-picked journalists who would resonate with the collection’s aesthetic. By focusing on influencers and media figures with strong engagement metrics, the agency ensured maximum visibility despite the shift to a virtual format.
Due to the COVID-19 pandemic, the originally planned event for the eyewear collection launch on October 6, 2020, had to be canceled. TRENDS Paris swiftly adapted by organizing a virtual gifting event. Instead of the physical launch, the agency curated a special experience, sending custom-designed bathrobes by Amaury and Myd to influencers and journalists. Each gift was accompanied by a personalized message, enhancing the experience and maintaining the personal touch of the event despite its virtual nature. This alternative allowed the collection to be celebrated in a safe yet impactful way.
The virtual gifting campaign was a success, generating significant buzz around the Amaury and Myd eyewear collaboration. Strategic engagement with influential content creators and select journalists helped amplify the campaign across social platforms, creating widespread awareness of the capsule collection. The thoughtful, personalized approach, along with the involvement of high-profile influencers, ensured that the campaign garnered substantial attention, even without a physical event. TRENDS Paris' ability to pivot and adapt under challenging conditions exemplified the agency’s expertise in creating visibility and excitement around creative collaborations.
