Lyle & Scott: ‘Curated by Lyle & Scott’

Challenge:

How can we make this prestige clothing brand better known and more relevant to an 18-24yr old audience?

Solution:

Strategic platform: ‘Curated by Lyle & Scott’

Having already delivered a series of successful music partnerships on behalf of Lyle & Scott with Camden Crawl & Ibiza Rocks, we developed Lyle & Scott’s music strategy to create its own credible property.

We wanted to position Lyle & Scott as being contemporary and informed in the music space so we developed ‘Curated by Lyle & Scott’ – a series of gigs to align the brand with credible and breaking acts. The shows were highly anticipated featuring live shows from emerging acts across the UK including Disclosure – just when they were about to break. Additionally Alex Clare, Tribes, Spector & Chad Valley all performed exclusively in London and across the UK.

A competition to find unsigned bands to play the support slots at each event served to drive traffic to Lyle & Scott’s social media channels whilst further engaging with their target audience.

These shows provided branded content opportunities. To maximise impact and amplification, we set up a partnership with Channel 4 who commissioned 3 episodes of CBLS for terrestrial & VoD platforms. Reach was further amplified through PR & social media.

With so many stakeholders involved, a smooth delivery was vital in ensuring campaign effectiveness – we led the all-agency group working collaboratively with Lyle & Scott’s integrated agencies.

Results:

  • 2 million viewers of CBLS on Channel 4 across 3 episodes
  • 40% of viewers were aged 16-34
  • The all important metric of increasing brand awareness was confirmed as having been met by the PR agency who tracked coverage and conversations across the period of the partnership
  • Shifts in the profile of Facebook followers also confirmed that a new & younger audience was indeed engaging with the brand

 

We’d love to talk to you about how music and brand partnerships can help deliver your business objectives. Here's how to get in touch...