Overview
Casa Innovacion worked to relaunch and reposition the iconic Playboy Club as part of the overall Playboy Corporate reinvigoration, during one of the most complex social moments of the 20th Century, the MeToo movement. We introduced the brand to a new audience of millennials while rebuilding relationships with Gen X and Baby Boomers.
Key highlights include:
Brand positioning – After decades of being known as “Entertainment for Men” the Playboy brand and as its brand extension the Playboy Club pivoted to represent “Entertainment for All.” Coupled with this, we dove into the Brand DNA to educate the media and consumers on the relentless brand activity to advocate not only women’s rights but also the LGBT and African-American community 50 years ago when most brands shied away from such topics. As the living manifestation of the brand, the Club embraced these tenets against the backdrop of providing an elevated and luxuriant restaurant experience to today’s discerning guests.
Communications – Casa Innovacion secured coverage in the most high-profile media outlets inclusive of feature stories in The New York Times, Architectural Digest, Robb Report, Forbes, Cheddar TV, New
York Post
Digital Marketing – Casa oversaw the design and execution of the website. We also optimized all digital platforms inclusive of OpenTable, Yelp. Casa Innovacion implemented a paid media campaign to generate reservation revenue.
Social Media – We generated over 60,000 followers and over 5% engagement rate. In addition, we collaborated with high-profile influencers across food, lifestyle, fashion, and culture. We also collaborated with Weibo and WeChat to engage with the Chinese target consumer where the Playboy licensee business generates over $1B annually.
Strategic Partnerships – Casa led and spearheaded high-profile partnerships to help shift brand perception away and elevate the brand story. Partnerships included Fashion Week 2018 with Moschino/Jermey Scott followed by the METGala After-Party 2019 with Jeremy Scott securing 500 million in media impressions with the appearances of Gwen Stefani and Katy Perry
