In 2019, the Spanish company Loewe Perfumes relaunched its communication strategy to strengthen the connection between the brand and art. The rebranding was presented through a series of lectures Body and Art, implemented in conjunction with the cultural platform Synchronization. For four weeks, free lectures on Loewe's values in the context of world culture were held in the Ruin wing of the Shchusev State Museum.
My tasks included communication with the media and opinion leaders. The leading fashion and lifestyle media have written about the project: Vogue, Elle, InStyle, Glamor, Buro247, The Village, RBC Style and others. The total coverage of publications was over 97 thousand unique users. 77% of bloggers I contacted made publications and told about the event. Their stories and posts were seen by over 274 thousand unique users. The target KPIs were exceeded by 30%.
