On Sept. 8, during Fashion’s Night Out in New York City, the Seychelles and BC shoe brands took to the streets with singing and dancing girls wearing customized shoe-themed hats led by drag queen Candice Cayne. The extravagant hats were a nod to high fashion names like hat designer Phillip Treacy and the recent royal wedding of Prince William and Kate Middleton where several guests donned Treacy-designed hats.
“We wanted to get out there and have fun with our Seychelles and BC girls and Candice Cayne, who is beautiful and recognizable within the drag queen community nationwide,” Elaine Pow, marketing director at Seychelles and BC, told Buzz. “This was our way of participating in fashion’s New Year’s Eve and bringing a party atmosphere to the streets.”
The stunt generated viral buzz among both brand’s target demographics. Seychelles targets primarily fashion forward 26 year olds and BC’s sweet spot is 21-year-old women who might be juggling college and a job, and just want to get up and go but still look good doing it. The day of the event, the brand saw a spike in Twitter and Facebook conversations about both brands, and a boost in mentions on blogs. To drive and track purchases, they passed out 5,000 discount cards for each website, which resulted in several shoe orders. Agency: Factory 360, New York City.