•• SEED HERITAGE SPRING RACING COLLECTION PREVIEW & LUNCH
This season Seed Heritage, in conjunction with Two Hands Agency, launched its Spring Racing Collection to friends of the brand including media and influencers, in Melbourne at the renowned Cutler and Co. The intimate lunch, set against a perfect Melbourne spring day, was hosted by racing royalty, Kate Waterhouse and style authority, Suze Eskander.
Guests were treated to a conversation between friends, Kate and Suze, deep diving into their race day styling approach, must-have pieces and key colours for the season ahead, as well as Kate’s top tips for the carnival. Following on from the success of their AW19 preview held in Sydney, the season launch also combined a pre-sale component, where consumers had only 24 hours to shop the collection before it arrives in stores at the end of October, ahead of the carnival.
All influencers who attended the collection launch were gifted an outfit from the October and November collections, creating further content that Seed Heritage could used across their branded touch points.
Guests included: Kate Waterhouse, Suze Eskander, Bec Harding, Brit Davis, Brooke McAuley, Racing Ambassador Crystal Kimber, Emma Hawkins, Racing Commentator Emma Vosti, Stylist Elliot Garnaut, Fredrika Akander, Racing Ambassador Gigi Connolly, Jane Scandizzo, Jess Alizzi, Kirsten Stanley, Lisa Hamilton, Lucy Brownless, Olivia Molly Rogers, Nadia Fairfax, Rachel Watts, Rozalia Russian, Sally Crinis and Sarah Pickersgill-Brown. As well as media partners from The Age, Sydney Morning Herald, The Herald Sun, Channel 9 styling and freelance journalists, Rachelle Unrich and Jane Rocca.
Guests received a gorgeous gift bag from Seed Heritage which included current season earrings, hair accessories and voucher to spend when next they shop at Seed Heritage. They were also treated to a bouquet of spring blooms from floral partner, Flowers by Brett Matthew John.
•• THE RESULTS?
• • Page impressions increased +3.4 million on previous week. +1 million more than previous pre-sale activation in February.
• • 100+ social media posts across stories and newsfeed were shared from influencers in attendance, tagging @seedheritage.
• • Weekly follower growth doubled that of previous week during pre-sale period.
• • Pre-sale buying window extended by 12 hours due to popular demand.
All imagery courtesy of Liz Sunshine.