Cruz SA Fashion Week Launch Party

CRUZ Vodka, a premium spirit in the Heineken group, is a major player in South African culture. A leader in pop culture, they're present wherever premium lifestyle and youth culture is celebrated. Naturally, they're a long-term partner of South African Fashion Week, where they hosted the official launch party. Through their lead agency Hoorah, we were asked to source, contract, and deploy fashion influencers who represents CRUZ's ethos and bring additional awareness to the launch event, further cementing Cruz's stature as an important stakeholder in South African fashion.

We used a combination of great martech and our extensive networks to source the best influencers for the job. With fashion, one always looks to talent who are at the frontier breaking the next major trends, as well as people who's taste is impeccable yet feels accessible today. This allows for a combination of forecasting and contemporary relevance. Understanding what is fresh now and what will be fresh tomorrow. An additional complication was ensuring the influencers had the right engagement and awareness mix, so that both the numbers and the performance was good.

The creators who best met this mix were Naliyani, Lisa Madibe, and Zayaan4.

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