COTY AND KATY PERRY

[Agency: Havas PR Global Collective]

Challenge: Support media outreach and coordination of international press outlets for the event launching Katy Perry’s Killer Queen fragrance.

Actions: As the global agency of record for Coty, we established a team and a process that allowed for 24/7 rolling time-zone support for corporate PR and issues management, global product launches, high-profile event management and more. So when the global beauty leader celebrated the worldwide launch of Perry’s debut fragrance with Coty in Berlin, Havas PR was ready. We not only supported media outreach but also helped coordinate all aspects of the event, including a personal appearance and media day around an in-store appearance, as well as a press stunt, an international press junket and in-store signing with consumers. We provided an on-site staffer from our Havas Germany office for international media management and coordination and ensured that the event reached beyond German borders and capitalized on Katy Perry’s global career.

Results: From this one evening, media impressions across five target countries totaled 143 million.