When a brand we love launches in our neck of the woods, it’s kind of special. Even better when said brand (spoiler alert: it’s Mackage) makes buttery soft leather jackets and incredible outerwear — sign us up. With a loyal following around the world, Mackage was the perfectly positioned to enter the West Coast market with their first flagship location in Pacific Centre Mall— and Very Polite was on board to make it a huge success. We concepted a multi-tier, layered approach to ensure maximum impact and ROI to launch the store in Vancouver. We designed our strategy to generate buzz, amplify brand awareness and create product demand, drive traffic to the store post-launch, and execute engaging and unique experiences for influencers, media, and key demographics in-market to ensure multi-platform exposure. Following the success of the event, we executed other key projects for Mackage.
We began by inviting an exclusive group of influencers and press contacts (including FASHION Magazine, Montecristo, Global TV, and The Vancouver Sun) to an exclusive chef-catered lunch and preview presentation of the FW collection in at the Audain Musem in Whistler — the perfect mountainous West Coast backdrop. Guests also were gifted their pre-selected coat, and captured content with a photographer throughout the striking venue. Pic or it didn’t happen, right? We secured over 700,000 social impressions that day.
For the launch party we were inspired by the idea of not discarding your outerwear at the door, relaying the brand’s perspective of outerwear not being confined to the backroom. This evolved into the ‘Mackage Coat Check’ party, a playful take on the concept in which guests were instead invited to wear, style (and even purchase) the newest collection of coats during the event. Details of the event included customized step-and-repeat, balloon installation, decals on floors and mirrors, and a contest in which one lucky guest using the hashtag #mackagecoatcheck during the event would win a coat. Each guest also left with a limited-edition leather wallet.
Prior to the launch event, Very Polite facilitated 1:1 interviews with the co-founders of Mackage, to secure coverage that would time with the store opening. The layered strategy allowed us to deliver a 100% guestlist turnout, heavy social engagement, exceptional opening-week store sales, and press coverage exceeding 9.3 million impressions in the first week of launch alone. In addition, we produced lasting in-market relationships for Mackage that added value long after launch.
Succeeding the achievement of the launch, Very Polite once again was brought on to launch the Mackage Spring bag collection in Vancouver. The collection was a departure from the heavier palette of the colder months, featuring warmer tones and prints reminiscent of a tropical oasis. Inspired by the design direction, we concepted a ‘Mackage Oasis’ party with Jessica Mulroney to showcase the collection to exclusive clientele in a playful way. Mackage Oasis was our version of an urban tropical escape located in the heart of the city. We took over a cocktail bar and transformed the space with lush tropical greenery, large scale prints taken from the collection, and created a showstopping vignette of a flora-filled tub with floating Mackage bags in various pops of colour. VIP guests were able to select the accessory of their choice which would be shipped directly to their home. Guests included Vancouver Canucks players, Jessica Mulroney, Michael Bublé (that’s “boo-blay” not “buh-blee”), Luisana Lopilato, and the cast of The 100, Arrow and Riverdale.
Very Polite once again engaged with Mackage on their FW campaign starring Sofia Richie. Along with model Christian Hogue, the campaign showcased Mackage’s signature outerwear with a focus on tailored coats worn in the city against the West Coast backdrop — effectively conveying the ‘urban camouflage’ creative direction. Our photography and production team managed all aspects of the campaign shoot including location scouting, permits, day-of management, and photography directives.