Influencer PR and brand recognition
Herschel Supply Co. is a Canadian brand mainly known for its backpacks, bags, and travel accessories.
With a minimalist and functional design that has gained global popularity. It was founded in 2009 and its style is inspired by vintage, utilitarian, and modern trends at the same time, targeting a young, urban, and creative audience.
The challenge
Strengthen its presence in new markets and connect with a young generation that values design, authenticity, and functionality in a saturated environment of similar brands.
Idea
Create a PR campaign that combines lifestyle media visibility with strategic collaborations with influencers who share values with the brand such as creativity, travel, and design.
Solución
A press release strategy with aspirational storytelling was designed, personalized shipments to influencers with niche audiences (fashion, design, travel) were managed, and brand spokespersons were prepared for key interviews. Digital collaborations aligned with Herschel’s urban lifestyle, generating organic content, awareness, and real connection with new audiences. In addition, influencer activations were carried out in iconic places.
Influencer PR strategies
“We achieved our goal of positioning ourselves with the most important lifestyle influencers with the help of Digital Agency ZC, who connected us not only with these content creators but also with journalists to promote the Canadian brand Herschel’s products in Mexico as part of a PR strategy. At key events, the brand’s differentiators, its commitment to sustainability, and its story as a success case that transcended borders and positioned itself in the top of mind were revealed.”
José Rodolfo Martínez Vera, Marketing Manager of Promarcas
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