iCandy, manufacturer of luxurious, stylish pushchairs of British origin, aims to generate more brand awareness on the Dutch market. The organization enlisted LVTPR’s help to do so. In 2018, the brand launched two new models: the iCandy Peach and the iCandy for Land Rover, which is a collaboration with the equally British brand, Land Rover. But how do you introduce those pushchairs, especially as an unknown newcomer in a competitive market where large, local players are leading?
To make sure both new models got the right amount of attention, and to create optimal buzz, LVTPR advised to start off with a big bang. That’s why, on 29 August 2018, we mobilized relevant media and influencers to spend a day with iCandy at the Sonos Home, one of our other clients. We collaborated with our event marketing agency Eventive for the day program and the organization on-site, relying fully on them to come up with an original event concept and for a perfect execution. And they delivered.
The bedroom of the Sonos Home focused on relaxation: during a yoga session for moms and kids, the iCandy Peach could be viewed from every angle. And what’s cooler than imagining you’re in the jungle or desert with the iCandy for Land Rover? With a green screen in the living room, that dream became reality. Add painting your own letter mugs, the unique iCandy cake and candy in all shapes and sizes to the mix, and you’ll understand both moms and kids had a fantastic day.
The result? Incredibly enthusiastic influencers and journalists, like singer Sharon Doorson and her husband Brunno, Janine Breukhoven from Prêt à Pregnant and Erik Kuipers from Esquire, resulting in a social media buzz with more than forty Instagram posts and stories, and various blogposts. And, most importantly, the enthusiasm and satisfaction of the three representatives from iCandy itself, who flew over from the United Kingdom. The influencers’ networks have definitely generated more brand awareness for iCandy in the Netherlands. And that’s exactly what we like to see at LVTPR.