In June 2023, our client the iconic Brazilian footwear brand, Havaianas launched the brands first ever celebrity partnership, collaborating with global icon and actress, the Euphoria star Barbie Ferreira, naming her as the first Havaianas Global Brand Ambassador and co-designer of the brands first celebrity collaboration collection; Barbie Ferreira x Havaianas
A perfect brand partnership showcasing Barbie Ferreira’s and Havaianas special connection to their joint Brazilian heritage, unique style and voice.
The European launch for the Barbie Ferreira x Havaianas took place on the 21st June, during the height of Paris Fashion Week. The launch saw the brand implement its biggest ever multi-layered activation campaign including: hosting an exclusive press junket for select European fashion media at a private apartment in the prestigious Galeries Lafayette Champs Elysées; launching a specially designed Barbie Ferriera x Havaianas collaboration pop-up shop in store and hosting an exclusive party in the evening at coveted Chéper venue, located in the historic and iconic Le Marais district of Paris.
For the European launch, ALTER Agency were commissioned to implement and manage a digital media and influencer campaign for the U.K. which would appeal to and reach a Gen Z audience. This included: procuring exclusive interviews with Barbie Ferreira for influential, quality digital titles; management of press trip logistics for the face-to-face interview with Barbie Ferreira in Paris; implementing an influencer campaign and securing fashion news placement on the collaboration across key U.K online and short lead print media.
ALTER Agency secured and flew out Glamour Magazine to Paris for the exclusive face-to -face interview with Barbie Ferreira, held in the stunning private apartment at Galeries Lafayette. Other exclusive phone and email interviews were also confirmed and conducted with influential online titles; Hypebae and Cosmopolitan.
For the influencer campaign, ALTER Agency partnered with Gen Z target audience micro influencers, who were also fans of Barbie Ferreira, gifting them with their choice of style from the collection to post social content on the day of launch including: Jess Rose Craig, Solela Malila, Hope Marsh, and Susie Garvie. ALTER also confirmed the attendance of influential street style influencer Olivia Neill for the evening event in Paris as part of a wider influencer marketing campaign.
The U.K. media and influencer campaign implemented by ALTER for the Barbie Ferriera x Havaianas Global Brand Ambassador European Launch was deemed a success, with the campaign garnering a combined overall reach of 268,376,400 and a MIV (media impact value) of €78,586,20; one of the most successful media and influencer country campaigns for this European launch.