Story

Traditional? How is that hip?

Exclusive and Made in Germany since 1927: As a family business in the third generation, maker of terry towels möve frottana is practically a national treasure. With its new and stylish collection “MISS MÖVE”, realised together with partner Swarovski, the company now wishes to enchant a younger target group with its lifestyle brand. Armed with smartphone, tablet and overfilled cosmetics bag we helped with a trendy makeover of the client’s image.

Strategy & Concept

Find the Miss Möve in you!

How do you manage to turn a traditional brand for terry towels into a must-have of the season? Quite simple: let the ‘it girls’ speak for you! As the Audrey Hepburns of the modern day, we use female bloggers and influencers as trend setters to turn the social media generation into genuine fans.

Implementation

From follower to fan

On beaches in Thailand, at wellness trips in Berlin and the fashion catwalks of Milan – we discovered four social media ‘it girls’, who in their own way keep their followers informed about the wellness and beauty world. On the move social media channel curious fans were greeted with the prize draw for the glittering collection, because: the proof of the pudding is in the eating!

Public Link supported the product launch with an integrated influencer and social media campaign, comprised of content creation, community management, social media marketing and influencer relations.

SPREAD THE WORD

“The Miss Möve collection has something special for girls like us who love pastel shades. The combination of delicate colours and Swarovski crystals make a girl’s bathroom dreams come true.”
Blogger Laura Lühmann