Seafolly’s Spring/Summer Collection Launch
If I were on your team, this is where I’d start..
Overview
Seafolly has been at the heart of the Australian beach lifestyle since 1975. The brand’s Spring/Summer collection represents the most important moment in the brand calendar, and presents the opportunity to meet that moment with a campaign that feels as vibrant, joyful and aspirational as the collection itself.
To bring the Spring/Summer launch to life across all touchpoints, this campaign spans five key areas: a poolside influencer and media event at Icebergs in Bondi; a targeted press strategy securing editorial coverage in key lifestyle titles; paid influencer content and a social giveaway; a Win Your Summer social giveaway; and a CRM and retail activation bringing the collection directly to Seafolly's existing community.
Together these activations create a cohesive, sun-drenched campaign that drives both brand awareness and commercial outcomes across the season.
Part 1: Launch Event
The Spring Summer launch opens with a poolside event for 20-25 carefully selected media, influencers and lifestyle creators at the iconic Icebergs in Bondi.
Beyond a beautiful afternoon, guests receive a genuine Seafolly experience, including first access to the collection before it goes public, the full range styled throughout the poolside space to try, wear and shoot in, and direct access to the creative team sharing the inspiration behind the season's designs.
This event will deepen genuine press and talent relationships, drive awareness of the Spring Summer collection at launch, and generate organic social OTS through authentic, creator-led content reaching engaged lifestyle audiences across Australia.
Part 2: Influencer
Ten paid lifestyle creator partnerships anchor the campaign, sharing how they style the Spring Summer collection.
Twenty-five contra gifting packs extend reach organically across Australia, seeding the collection into the hands of emerging creators and micro-influencers. A giveaway will also run across Instagram and TikTok at launch, with a full Spring Summer prize pack as the reward.
A Spring Summer editorial EDM to Seafolly's existing customer base is timed to launch, featuring hero pieces with direct links to shop.
Together the influencer program, social activation and CRM create a layered content ecosystem that keeps the collection visible and desirable throughout the season.
Part 3: PR
Finally, a targeted press strategy secures the Spring Summer collection in front of Australia's most influential fashion and lifestyle titles.
The focus is on pitching Seafolly's hero pieces into best-of-summer swimwear roundups and seasonal edit features across Broadsheet, RUSSH, Sitchu, ELLE Australia and key Australian fashion titles. Each writer receives a curated selection of pieces from the collection to test and wear ahead of publication.
All coverage is tracked against agreed KPIs including OTS, placement quality and affiliate link performance.
