JSHealth x Fashion Week

May 20

Situation:

Ahead of Australian Fashion Week, MVMNT saw a unique opportunity to merge high fashion with the health and wellness space for client, JSHealth Vitamins. Aligning with the Fashion Week activity, MVMNT wanted to create a standout presence to enhance JSHealth Vitamins’ positioning as a premium lifestyle brand that promotes confidence and wellbeing for those always on the go.

MVMNT orchestrated a taxi takeover offering key opinion leaders transfers to Carriageworks and the offsite fashion show. The taxi showcased JSHealth Vitamins’ logo and key messaging, “Health and wellness are always in fashion,” to drive brand visibility and create a fun content moment that was shareable

Strategy:

MVMNT developed the exciting concept of a taxi takeover to seamlessly blend the worlds of fashion and wellness. In doing so, MVMNT was able to tangibly position JSHealth Vitamins at Fashion Week but also, create a branded experience that could be shared by paid key opinion leaders to further drive key messaging for the activation.

Partnering with key opinion leaders in the fashion space was a key component of our strategy. MVMNT strategically engaged them to further align JSHealth Vitamins with the energy of Fashion Week and showcase their products in a unique and aspirational way to appeal to a new set of consumers. The key opinion leaders created engaging content to amplify JSHealth Vitamins’ presence at Fashion Week and generate further brand awareness.

MVMNT coordinated exclusive transfers for the key opinion leaders and JSHealth Vitamins’ marketing team. In doing so, JSHealth Vitamins’ were able to shoot content for use across their social media, EDMs and digital advertisements to maximise exposure for the activation.

Services Provided:

Activation Concept Development
Activation Execution
Paid Key Opinion Leader Briefing and Coordination

Results:

The JSHealth Fashion Week taxi takeover was a resounding success generating impactful social media coverage across both paid and earned channels. The integration of fashion and wellness underscored the brand’s commitment to helping women feel and look their most confident, making the taxi takeover a memorable highlight of Australian Fashion Week.