REBEL EMPIRE BRAND REPOSITIONING

Strategy

British fashion brand Rebel Empire approached us to manage their brand building and communications. From their UK positioning, to influencer strategy, to activations, to collaborations, to social media strategy and community management, to recruiting seasonal face of brand, to out-of-home brand awareness.

After we partnered them with record label Since ’93 for the annual BRITs after party in 2020, we looked to channels that could be activated throughout lockdown.

 

Our thinking

Collaboration and storytelling was the key to placing brand equity behind Rebel Empire. From May 2020, we activated through the following voices of influence:

 

UNTOLD STORIES – DIVERSITY IN BALLET

As part of the Untold Stories series, Rebel Empire launched a campaign celebrating black ballerinas across the world. We engaged with both female and male black ballerinas across the globe to share their stories of being a minority in the world of ballet.

This was part of the brand’s pillar of championing unheard voices. With the long-awaited release of a darker shade range of ballet shoes finally launched this year, the brand wanted to give a platform for those who faced challenges in the industry as a person of colour.

 

WEEKLY HOUSE PARTY INSTAGRAM EVENTS

For the month of May, Rebel Empire teamed up with Mercedes Benson and Ciara London to host four ‘house party’ events via Instagram Live every Friday evening during lockdown. Guests tuned in to enjoy a DJ set by Mercedes Benson as well as a chance to win prizes including Rebel Empire products and other Rebel Empire prizes, vouchers for Selfridges, ASOS, Footlocker and SpaceNK, plus bottles of Moët & Chandon champagne, Absolut and CÎROC vodka

EXCLUSIVE BRAND AMBASSADOR

From May and over a duration of 3 months, Rebel Empire partnered with their first brand ambassador, Tamarah Djalloul on an exclusive basis. The collaboration between Tamarah and Rebel Empire showcased how the products could be styled, including the bralette, thong and mens’ trunks. Tamarah used her platform to introduce her audience to the brand and engaged them by styling the products and demonstrating the multiple ways to wear the items not just as underwear but as a standalone fashion statement.

 

Stay tuned to see what’s coming up for Rebel Empire.

Deliverables

  • Influencer relations and management
  • Brand partnerships
  • PR and media relations
  • Social strategy and community management
  • Event and on-site project management
  • End-to-end production for all photo and film shoots, including events
  • Content production – photography and film