Swim Style Appointments with Karla Birbragher

Objective:

  • Showcase Target's latest swim, apparel and accessories assortment for women in a unique way to drive short-lead coverage among Hispanic media and bloggers

Strategy:

  • Partnered with Panamanian-American celebrity stylist Karla Birbragher to host one-on-one appointments addressing swim style with Miami-based editors and bloggers via an intimate beachside experience at a South Beach hotel. During the appointments, Karla spoke to the assortment’s modern global style, key design elements, affordability, and must-have pieces
  • A tip sheet highlighting Karla's tips on how to style Target's swimsuit assortment according to body type was developed for A Bullseye View, Target's corporate website, and shared broadly with press who could not attend the beachside experience

Results:

  • Generated coverage from top tier publications like Telemundo and Mamás Latinas resulting in 17 placements and more than 9.7MM impressions across traditional media and blogs
  • A handful of editors conducted Facebook Live interviews as our stylist walked them through Target’s swim assortment
  • Univision's Despierta America host and fellow Target partner, Ana Patricia Gámez, attended the event and organically posted to her Instagram (1.7M followers) allowing for increased visibility and brand awareness. Telemundo's Un Nuevo Día host Adamari Lopez also attended the event
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