Roots 50th Anniversary Omni-Channel Campaign

Client

Roots

Services

Integrated Communications

Public Relations

Event Planning & Production

Influencer Marketing

TL;DR

87M+ Earned Media Impressions, $10.7M+ Advertising Value, 13M+ Earned Influencer Impressions The mission was to grow brand and product awareness during a milestone 50th anniversary year. Sundae Creative supported Roots with a multi-phased approach that included focused media outreach, compelling paid influencer initiatives, and immersive event experiences. The strategy orchestrated a substantial burst of publicity during the pivotal anniversary kick-off month, securing coverage in prominent outlets like WWD and FASHION. This resulted in 87M+ impressions and sustained awareness well beyond the anniversary year.

Roots 50th Anniversary Omni-Channel Campaign

Client

Roots

Services

Integrated Communications

Public Relations

Event Planning & Production

Influencer Marketing

TL;DR

OVERVIEW

Roots sought to amplify its milestone 50th anniversary year and grow brand and product awareness. Sundae Creative developed a multi-phased omni-channel campaign integrating Public Relations, Influencer Marketing, and Event Planning. The strategy was designed to generate a substantial burst of publicity during the anniversary kick-off and sustain awareness through the subsequent holiday period, enriching the brand’s storytelling.

CHALLENGE

The primary challenge was ensuring the 50th anniversary year achieved meaningful, impactful awareness that transcended the limited time frame of a milestone celebration. Roots needed a multi-phased campaign capable of delivering a substantial burst of publicity in the initial kick-off month while also sustaining awareness through the competitive holiday period. This required balancing extensive media outreach in both the US and Canada (including securing top-tier publications like WWD) with an emotionally-driven paid influencer campaign that resonated with consumers.

Solution

Sundae Creative implemented an integrated communications agency solution structured around sustained storytelling. The initial phase focused on a substantial publicity burst for the anniversary kick-off. The solution ensured continuity through:

Focused Media Outreach: Securing widespread coverage in prominent US and Canadian outlets like WWD and FASHION.
Experiential Marketing: Hosting an intimate media experience led by key brand stakeholders, including co-founders Michael Budman and Don Green.
Influencer Strategy: Executing an emotionally-driven paid influencer campaign and a UGC campaign to fulfill paid content goals. This ensured enduring outcomes that transcended the anniversary year.

IMPLEMENTATION

The multi-phased campaign relied on precision timing and content creation:

Initial Phase (Kick-Off): Execution involved intensive media relations and product seeding to orchestrate a substantial burst of publicity , securing coverage in key US and Canadian outlets.
Influencer Strategy: This involved direct influencer partnerships and launching a UGC campaign with creators specifically to fulfill the brand’s paid content goals. This emotionally-driven campaign sustained awareness.
Sustaining Awareness (Holiday): Execution included a Holiday collection media preview event execution and an intimate media experience led by key brand stakeholders, including co-founders Michael Budman and Don Green.

Results

The omni-channel strategy delivered exceptional media value and massive digital reach:

87 Million+ Earned Media Impressions
$10.7 Million+ Advertising Value
13 Million+ Earned Influencer Impressions
1 Million+ Engagements
Secured placements in 12 major publications, including WWD, FASHION, The Globe & Mail, and La Presse.