Zoppini, designers and distributors of the trendy Italian charm bracelet, remained a very successful company with a dramatic increase in competing companies marketing the same concept. The result was a diluted market with little name brand loyalty or awareness.
Solid media relations among national publications - Teen Interest, Women's Fashion and General News - and sponsorship of Celebrity Gift Retreats at events including the Teen Choice Awards, Billboard Music Awards and MTV Video Music Awards. It was our goal to get Zoppini in the hands and on the wrists of celebrity influencers.
An aggressive media relations campaign targeted several national publications garnered publicity for Zoppini in Newsweek, major daily newspapers including the Miami Herald, jewelry trade publications, and fashion magazines.
Backstage Celebrity Exposure
As a sponsor of several exclusive celebrity backstage events, Zoppini was selected to be one of only a dozen gift items given to celebrities backstage at high-profile events including the Teen Choice Awards, Billboard Music Awards and MTV Video Music Awards.
Celebrities including Steven Tyler from Aerosmith, Carmen Electra, Nelly, Shannon Elizabeth and Kelly Osbourne created personalized bracelets.
We received more than 4.2 million media impressions and inclusion in stories airing on Entertainment Tonight and The Carson Daley Show.
In addition to using photos of celebrities wearing and creating Zoppini bracelets post-event, the value of the celebrities wearing the bracelets for months following was immeasurable. The bracelets were seen on Brittany & Jamie Lynn Spears pictured on stage at the Teen Choice Awards in US Weekly magazine, Verne Troyer (Mini Me) in People Magazine and Randy Jackson of American Idol fame wore his on-air throughout the first season.