Lorna Jane x Google Hangout

Dust PR London conceptualised and produced pioneering international digital event utilising Google hangout technology for Australian fitness brand

What We Did

The brief was to create a press event that would both introduce Lorna Jane's SS15 collection as stocked at House of Fraser to press and simultaneously help build growth of social media following on new UK specific accounts - on a lean budget.

Our strategy involved creating a work out lead by Australian personal trainer / super instagrammer Kayla Itsines (whose audience on that platform alone tops 2 million followers), broadcast live from the Lorna Jane Active Living Room in Adelaide, Australia using Google hangout technology.

There was a palpable sense of excitement in the room as the count down to going live with Kayla in Adelaide was in progress. Everyone participating was able to feel part of something fresh, original, connected in real time to the other side of the world.

Press attending the event included Elle, Health & Fitness, WGSN and Huffington Post. The work out with media was filmed and edited to create an exclusive Lorna Jane work out that was then promoted via social media and post event coverage. Kayla Itsines herself directed followers to the @lornajaneHof Facebook page to register for the link to the work out.

With media participating in live tweeting and instagramming from the event with references to Lorna Jane, Kayla and directly referencing favourite pieces from the collection the event format deepened engagement with a direct link to consumers via social.

The activation reached 3,530,233 Instagram accounts with one social post by Itsines alone achieving 44,500 likes and Elle UK making a significant contribution with just under 10,000 likes on images posted relating to the event and pieces from the collection.

35,193 twitter accounts were reached with 208,220 impressions. The final post made via Itsines Facebook account promoting the registration link to the class achieved 1,202,113 likes.

The UK media class took place at Hiit Gym, West Hampstead where Honestly Healthy supplied smoothies and snacks for press to enjoy post work out while viewing the new activewear collections.

#activeliving #ljkaylaitsinesukworkout #movenourishbelieve #lornajanehofuk #lornajanehofukworkout #ljhofuk

Kayla Itsines Instagram
Elle Online Interview
Evening Standard, Image 5
Elle Instagam
Julia Lundin Instagram
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