We Introduced On The Rocks to the Fashion World at NYFW

We amplified a multi-season sponsorship of NYC's most iconic event to generate earned attention beyond the runway.

Overview

We helped On the Rocks drive awareness and utilize premium brand equity via their NYFW sponsorship. However, our branded bar was accessible to invite-only guests. We set to work to amplify this partnership beyond Spring Studio’s walls, using the fashion world's finest.

Our Solution

We tapped NYFW icons Chanel Iman and Coco Rocha to swing by the bar between shows for a photo moment that translated into a wave of coverage. Inspired by the snaps taken on-site and NYFW's tiniest canvases, nails—we collaborated with artist, Sojin Oh, to create a shopable set of press-on nails inspired by drinks, deepening the storytelling opportunities.

Results

We secured over 216 million impressions with 30 placements across two seasons. The brand was featured in outlets including E! News, US Weekly, Forbes, Entertainment Tonight, BevNet, and more—not to mention four print features. We also engaged with top-tier media onsite from Harper’s Bazaar, WWD, Bustle, Who What Wear, Elle, Fashionista, and Essence.