EVENT: NOVO SHOES X MARIA THATILL

Mar 27

Situation:

Novo Shoes has joined forces with media personality, style queen, author and former Miss Universe Australia Maria Thattil to launch a limited-edition capsule collection. To celebrate, MVMNT agency hosted a beautiful evening of canapes and drinks at Dame in Melbourne.

Australia's most talked-about influencers had jetted into Melbourne to attend the event alongside Melbourne's elite social scene and media journalists. Dame was transformed into a moody and chic space. Each unique piece in the collection is inspired by Maria's core values: joy, purpose, power, rebellion, and bravery! These values were reflected in the styling of the venue at Dame, providing a memorable experience for guests.

REBELLION: Tattoo Station

Guests could choose their mark, wear it proudly, and let their story speak volumes.

PURPOSE: Charity Donation

Guests selected which organisation they would like to provide support to on behalf of Novo Shoes. To honour Maria's values, she selected causes that were close to her heart, including LGBTQIA+ rights, ovarian cancer, and period equity. Minus 18 Youth, OCRF and Share the Digitniaty Australia.

BRAVERY: Media Wall

Guest were encouraged to share and write their "pick me up" mantra that empowers them to face challenges head-on.

JOY: Polaroid Wall

Guests were provided with a Polaroid camera to capture their spark!

Strategy:

The Novo Shoes x Maria Thatill collection was successfully launched with the help of MVMNT Agency. The launch event was designed to encourage every guest and customer to 'leave their footprint'. MVMNT Agency effectively created buzz on social media and traditional press. 120 guests attended the event, including key opinion leaders and journalists from Victoria, which helped to enhance credibility and brand awareness. High-quality photography shots were provided to all guests and media, which allowed us to create organic hype before the collection launch.

Services Provided:

- PR launch strategy

- Pitch development

- Media Outreach

- Editorial Placement

- Event Management (Key Opinion Leaders and Media)

- Event Styling and Management

Results:

The Novo Shoes x Maria Thatill launch was hugely successful generating mass brand awareness through traditional press and social media coverage by top-tier key talent.

Feature story placement and product placement
Social media comments and mentions
Appearances from key guests including: Chantelle Otten, Brooke Blurton, Tully Smyth, Alex Fevola, Tilly Oddy-Black, Sophie Cachia, Moana Hope, Claire Nomarhas and Onella Muralidharan.