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Whether it's an event, project or retainer based service, Iroquois executes a detailed service from planning and implementation through to results and reporting

 

Client Brief

In November 2013 Michele Pernetta, renowned Bikram yoga teacher and studio owner, launched Fierce Grace.

A brand new system of five interconnected hot power yoga classes, her vision for Fierce Grace was to be a yoga brand unlike any other.  Iroquois was appointed in August 2013 to work closely with the in-house team to develop a launch with serious impact and an on-going communication strategy to continually set Fierce Grace apart from it's competitors 

Agency Strategy

Iroquois planned a strategy to launch Fierce Grace with serious impact. We kick started a major buzz around the launch with heavy-duty national features and launch exclusives.  By generating consistent and varied coverage around the brand’s persona, launches and events Iroquois continues to build a cult following for Fierce Grace and attract new members.  

Results

A launch exclusive with The Times Body & Soul 

Over 60 pieces of coverage appeared in the first six months, with 137 pieces appearing in the first year

Features have been placed in major titles including: Women’s Health, London Evening Standard, Metro, Fabulous, Tatler, Glamour, Time Out, Daily Mail, Financial Times, Get the Gloss, Sunday Times Style, The Telegraph, Mr Porter, Red Magazine and OK, to name a few

Since launch we have supported franchise studio openings, teacher training, the retreats programme, special events, a studio rebrand (the Hot House) and the addition of new classes launched into the mix. Each has been supported with substantial press coverage  

Just 6 months after launch, Fierce Grace was awarded Best for Yoga, Highly commended in Tatler Magazine’s Gym Awards

Membership is thriving

The bi-annual teacher training course is continually oversubscribed

client brief

In November 2013 Michele Pernetta, renowned Bikram yoga teacher and studio owner, launched Fierce Grace.

A brand new system of five interconnected hot power yoga classes, her vision for Fierce Grace was to be a yoga brand unlike any other.  Iroquois was appointed in August 2013 to work closely with the in-house team to develop a launch with serious impact and an on-going communication strategy to continually set Fierce Grace apart from it's competitors 

agency strategy

Iroquois planned a strategy to launch Fierce Grace with serious impact. We kick started a major buzz around the launch with heavy-duty national features and launch exclusives.  By generating consistent and varied coverage around the brand’s persona, launches and events iIroquois continues to build a cult following for Fierce Grace and attract new members.  

Client Brief

Simeon Farrar had been in the creative industry for ten years when he came to Iroquois looking for PR support.  Despite receiving critical acclaim within the fashion industry, Simeon Farrar and his brand were virtually unknown outside of the fashion trade.  Simeon wanted to change that and gave Iroquois the mission to take his brand and name to the next level. He wanted Simeon Farrar to become a more commercial business with widespread recognition.

Agency Strategy

 

Iroquois played a key role in orchestrating collaborations between Simeon Farrar and well known names such as Net-A-Porter, Fulton Umbrellas, Donna Ida and Vogue.  Using these as leverage, Iroquois ensured the brand became easily recognisable to the consumer market.  Careful placement in targeted media titles and A list celebrity endorsement meant the brand retained its reputation as an art lead creative company.  Guerrilla marketing campaigns and topical social or cultural designs, such as the Royal Wedding, gave the press plenty to talk about.  By maintaining this constant hype around Simeon Farrar, Iroquois was able to translate the brand from an industry secret to commercial success.   

Results

Product placement was achieved in top tier press, Vogue, Elle, Telegraph, Independent, InStyle, Grazia and Look  to name a few.  Interviews with Simeon Farrar were secured in key trade and consumer publications and news stories featured across key press.  Following consistent and impressive coverage, Simeon Farrar secured stockists including Liberty (London) Donna Ida, ASOS, Harrods, Ron Herman (Los Angeles), Journal Standard (Japan), Isetan (Japan) Harvey Nichols (Hong Kong, Dubai) Hong Kong

Seibu, SV (Moscow), Shimamura (Tokyo), LE66 (Paris), Battaglia (St. Tropez).  Careful celebrity targeting meands loyal followers of the brand now include:

Cara Delevingne Poppy Delevingne Jourdan Dunn, Rita Ora, Kylie Minogue, Kelly Brooke, Pixie Lott, Leigh Lezark, Nicola Roberts, Cheryl Cole.

Client Brief

Ice-Watch launched in 2007 and has quickly grown into a major player in the watch industry. The brand sells in over 100 countries worldwide with an impressive 10,000 outlets.

 Ice-Watch came to Iroquois with a mission.  Our job was to position and establish a firm place within the UK press for Ice-Watch as a fun, fashion accessory, Ice-Watch wanted to be recognised for combining strong design features with style and individuality.  They wanted to be communicated as a fashion accessory.  We need to Differentiate Ice-Watch from other watches in the market place by delivering a creative communications strategy to drive buzz to a broad spectrum of the UK media.

Ice-Watch also appointed Iroquois to create and implement social networking strategies daily and interact with new and existing followers

Agency Strategy

 

We got creative using visual alerts based on current social and fashion trends, offeingr a point of difference to competitors and appealing to the individual distinct markets.

We made the corporate brand more personal using our relationships and contacts with journalists and fashion editor to individually sell in the product to get results.

Created hype around the exclusive Ice-Watch parties and events, ensured they are well attended by top tier press and created an ongoing brand buzz.

Launched Ice-Watches new range (FMIF) with a press event attended by over 150 key journalists.

Hosted intimate dinners with the CEO of Ice-Watch, the Marketing and Sales Manager and key media influencers to forge relationships between the brand and the press, creating loyal brand ambassadors.

Created a cult following by building on the brand’s celebrity ambassadors.

Launched and managed the Ice-Watch social media to further deliver the Ice-Watch message in a way that wasn’t sales driven

Results

75 pieces of coverage worth over £500,000 total Equivalent Editorial Value  

75 pieces of coverage within six months, in major titles such as Daily Mirror, Daily Express, Mail on Sunday, InStyle, Glamour and Heat 

Twitter followers increased from 0 to 4,115 in six months

Ice-Watch nominated in two categories for the Company Magazine Fashion Awards in November 2012

Ice-Watch UK sales rose by 40% on the back of the new exposure PR has brought to the brand