How Essentiel Antwerp digitized its PR logistics: from samples management to media monitoring

Essentiel Antwerp & Launchmetrics

Essentiel Antwerp is a fashion brand founded in 1999. The brand stands for refreshing, offbeat & luxurious fashion, renowned for its graphic or floral prints and trendy mixes of color. The rich and unique collections are designed to provoke an emotional response.

Essentiel Antwerp's Challenge

Essentiel Antwerp identified many challenges that the company had to face in order to reach it's brand goals. First, Essentiel Antwerp needed to have a better visibility over it's samples, as the brand was losing opportunities to share them out with press and influencers due to losses, or, simply not knowing where they were. Moreover, the brand wanted to continue to communicate positive brand mentions to different stakeholders, teams and wholesale partners. This meant the PR team needed to be able to easily track and shape their media and press presence.

The Solution

Essentiel Antwerp turned to Launchmetrics to organize its PR logistics, all in one place. The brand wanted to keep all of it's samples, contacts and brand mentions within 1 reliable system that it's PR team could trust. To achieve this, Essentiel Antwerp implemented Launchmetrics Samples, Discover and Contacts which allowed the team to comprehensively manage and deep dive into its PR sample activities, mentions, KPIs and overall brand performance.

The Result

• Identified potential trends and adjusted the brand's sample strategy based on performance reporting: achievement of 70% sample send out rate and an inventory efficiency ratio of 1.59
• Shared press coverage and successes to key stakeholders through easy-to-build newsletters and reports
• Discovered which Voices and markets were contributing the highest ROI in each marketing campaign

"Launchmetrics definitely creates the interconnectivity between media coverage, samples, and contact management. All PR departments at fashion brands should be using their tools to increase their efficiency and time management."

CHARLES DUCHENE
PR & Communication Manager at Essentiel Antwerp