Our campaign helped secure Apple as a global distribution partner, with i.am+ buttons available in every Apple store worldwide as well as ecommerce distribution through Apple.com.
How do you break through the crowded wearables market with a cultural icon?
From positioning workshops to go-to-market strategies and global playbooks, we worked directly with will.i.am to launch his wireless headphones – Buttons – as part of a global brand strategy, merging the worlds of fashion and luxury together.
We brought on Naomi Campbell, Kendall Jenner and Andre Leon Talley as equity partners in the business model, rather than just ambassadors.
During the launch month, we produced a series of influencer dinners in New York, Miami, Berlin, London and Paris, recruiting a global network of micro-influencers who drove a UGC campaign with a total reach of 227M.
We designed and produced bespoke packaging for influencer seeding at key events including Coachella, Summit at Sea, the GQ Men of the Year Awards in Berlin, and Collette Launch Party in Paris with Karl Lagerfeld.