Born in London and bred in the concrete jungle, Kangol, the iconic headwear brand, hit the streets, ready to reconnect with their renowned music identity. Forget the catwalk, we were ready to hit the PR and event city streets in style. With Kangol’s iconic status we knew our PR and influencer campaign would be a heavy hitter and draw in the crowds.
We substituted the blare of car horns, for the sound of music as we celebrated the 75th Anniversary with all of the cool kids on the block. Kangol appointed our retail, fashion PR and influencer teams to achieve column inches and social coverage, whilst reconnecting with the brand’s music roots.
The campaign kicked off with a party to remember. We took it back to the 80’s, paying homage to the birth of hip-hop, graffiti and street style. With Kangol’s 75th Birthday in full-swing, we took to London’s trendy Hoxton area with DJ Sliink setting the vibe, where guests were able to view original Kangol artwork and photography.
First introduced in 1954, everyone left the party with 504 in tow (the number 504 refers to the number that was originally given to the cap shape, and is now one of Kangol’s most popular and iconic headwear collections).
In addition we gifted Kangol on the heads of celebrities, VIPs, musicians, presenters and opinion formers from Gwen Stefani, Heidi Klum, Kate Moss and Ed Sheeran through to Alexa Chung and Rizzle Kicks. This was supported by a kickass media and influencer campaign.
Brandnation’s fashion and retail team were successful in driving Kangol’s brand awareness, delivering Kangol’s brand story and reconnecting the brand with their music roots. Hold onto your hats, their Twitter following increased by 215%, sales of product increased by 27% and column inches increased by 20% with national coverage in The Independent, Telegraph and The Times.
“Brandnation has been instrumental in getting Kangol seen on the heads of the coolest talent and celebrities, helping increase brand visibility through the right channels. The team is resourceful, connected and creative, embracing (and achieving) all tasks assigned” Head of Sponsorship, Kangol
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