The Challenge
Campaign Challenge
The Nike Women Concept Space at CentralWorld needed image and awareness built through earned media — coverage and conversation that gave the launch cultural credibility beyond paid placements.
The Strategy
Our Approach
Foundation
PR-Led Strategy
Built a press-release-led PR strategy to drive image and awareness for the concept space.
Activation
Free PR Value
Generated 5M THB in free PR value across earned coverage.
Optimization
Media Coverage
Achieved 30+ media placements — more than 20% over target.
Impact
Social Voice Lift
Drove 20% social-voice growth across the campaign window.
The Results
Campaign Results
The campaign delivered 5M THB in free PR value, 30+ media placements (over 20% above target), and 20% social-voice growth during the campaign — earning the launch broad cultural attention.