Results / Umbro

Umbro announces Little Mix pop sensation Leigh-Anne Pinnock as campaign star.

Fabric PR crafted and coordinated a mass media launch strategy to announce and reveal Umbro’s SS19 campaign starring Little Mix singer Leigh-Anne Pinnock. After a series of menswear-led campaigns, Umbro teamed up with female power-pop sensation Leigh-Anne Pinnock to train the publicity spotlight on its directional women’s sports-luxe collection while driving consumer sales to JD Sports, the brand’s main retail partner for the collection, JD Sports.

Fabric PR took advantage of the fact that the Leigh-Anne Pinnock team-up with Umbro was the first commercial venture for any of the Little Mix girls outside the group, utilising this as a key message driver to ensure significant mass media interest.

Ahead of the launch, Fabric PR negotiated media time with the Little Mix pop star Leigh-Anne Pinnock which enabled Fabric PR to deliver two exclusive Tier-1 launch features ahead of its widespread seeding of the campaign story.

Aiming to elevate Leigh-Anne Pinnock’s Little Mix credentials with a more fashion-forward audience, the first exclusive feature included a cover shoot with Leigh-Anne Pinnock in internationally respected fashion magazine Rollacoaster as well as an in-depth interview-led feature in the magazine.

For the second exclusive feature Fabric PR partnered with Glamour magazine for a video interview with Leigh-Anne Pinnock. Publication dates for both editorials were synchronised to appear on the same date as the collection’s launch date online and with JD Sports.

Following the exclusives with Rollacoaster and Glamour, Fabric PR lit the fuse on a widespread nationwide publicity campaign coupled with a social media campaign fronted by Leigh-Anne Pinnock. A barrage of media coverage ensued with titles including The Sun, Daily Mail, The Independent, Metro, Stylist, Marie-Claire, Yahoo, amongst others.

After just four weeks, Fabric PR’s publicity campaign around the Leigh-Anne Pinnock campaign for Umbro had generated over £2million of media coverage.

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