© Special Group Limited // Level 1, 34-38 Drake St // Auckland Central 1010 // New Zealand // call +64 (0)9 846 2402 // email frontdesk@specialgroup.co.nz
27 February, 2017
NEW ZEALAND
AUS | NZ
Paspaley – Creating content through a unique collaboration


PROJECT SUMMARY

Australian luxury pearl brand Paspaley has a reputation for creating the most beautiful pearls in the world.

We needed to introduce them to a bigger and younger audience (one that currently thinks that pearls just aren’t for them).

This audience are intelligent, well read and actively engage with content that is entertaining.

We brought together a collaboration between 2012 Miles Franklin Literary Award winning writer Anna Funder, acclaimed Australian actress Teresa Palmer and top fashion photographer Derek Henderson.

The result was an original work of fiction - a short story of love, self discovery and all that is precious, brought to life by stunning images of the main character wearing Paspaley Pearls.

The story ‘Everything Precious’ was released in seven daily installments to the inboxes of subscribers, and as a printed book.

We created a 60” trailer, print ads, billboards, rich media banners, edms and social media to drive people towards the exclusive content.

On the Paspaley website the content could be read directly, downloaded as a pdf, downloaded for free through iBook and Kindle, and enjoyed as an audio book, read by the author herself.

Combining emotive literature with powerful visual imagery was an effective way to engage to a younger audience who pay little attention to traditional fashion advertising.

So far the campaign has generated over $1,000,000 worth of positive PR coverage.

THANKS TO

Derek Henderson, Anna Funder, Teresa Palmer