Catherine Aitken makes stunning bags and accessories using Harris Tweed. She first came across Hot Tap when some of her bags were used in the feature film Not Another Happy Ending. Hot Tap ran a facebook competition cross-promoting the film and the boutique, with one of Catherine’s bags as the giveaway prize. The competition doubled the designer’s fanbase, and Hot Tap were brought back to help launch her new, punk-inspired collection.
Hot Tap focused on blogger outreach and online engagement to get the fashion community talking about her new collection, which was tied in to launch alongside the Met Museum’s Chaos to Couture punk-inspired fashion exhibition in New York.
Our focus was to increase the audience, and make inroads into specific International markets. During the six-week campaign we certainly managed that. Overall impressions increased by around 5000%, compared with the previous six weeks, and international visits increased by a whopping 25000%. Who says you can’t sell tweed handbags during the UK’s first heatwave in decades!