How do we run integrated marketing campaigns across a commercial range and an aspirational hero line?

Luxury and premium brands often need shared infrastructure with two distinct voices. The commercial range protects revenue and signals reliability; the aspirational line carries desire and earns the press. They borrow credibility from each other when timed well. If you're balancing both, let's talk through how to plan it.

How far ahead should an integrated marketing campaign start for a luxury launch?

For press loans, buyer meetings and editorial placements, around 18 months ahead of consumer release. At launch, your SEO, PPC and CRM should already be live to convert editorial demand into orders. If you're planning a launch window, let's look at the timeline together.

How do we know an integrated marketing agency is the right fit before we commit?

Look for a body of integrated marketing campaign examples that map to your scale and audience, not just your sector. Ask who runs the work day-to-day. Award-winning credentials help, but fit matters more. Everything starts with a conversation, so let's have one.

Luxury Lingerie
Triple-Awarded Campaign

Made by Niki 'Feel' & 'String' integrated marketing campaign launch imagery

Triple-awarded integrated marketing campaigns for the ‘Feel’ & ‘String’ lingerie collections.

Challenge

How do you build an integrated campaign that sells both a blueprint and a black swan?

Insight

This season required two integrated marketing campaigns running in parallel to address two very different consumer needs. The ‘Feel’ collection was built on commercial logic. Its name was a promise: body-sculpting shapes cut from unusually soft modal fabric, redefining what shapewear could feel like.

Conversely, the ‘String’ collection began as an experimental art piece. A black swan, hiding in plain sight. Luxury purchases aren’t always rational. Audiences make emotional decisions about impractical things that feel essential. Our campaign needed to sell established commercial stability while celebrating designer-led desire.

Fashion creative direction from the Made by Niki integrated marketing campaigns

IMC campaign brochure for premium fashion buyer outreach

Featured in Elle UK, Vogue India, Pop and Prestige International.

Press

  
    Headline results from triple-awarded integrated marketing campaigns for Made by Niki

Multiple industry and business award winner

Awards

Worn by Naomi Campbell, Paloma Faith, and Mehr Rampall.

Advocates

Including Selfridges UK, La Maison Simons Canada, Lane Crawford Hong Kong.

~100 Stores

How do you sell the proven and the possible in a single campaign?

Led by Niki McMorrough and Scott Parker, our integrated marketing campaigns embraced the ‘black swan’ moment with a full-funnel rollout in three phases. We opened retail doors eighteen months ahead of consumer release with lookbooks, trade materials and buyer outreach, securing placement at Selfridges, La Maison Simons and Lane Crawford.

Press loans followed, placing the String on Naomi Campbell and generating coverage in Elle UK, Vogue India and Pop. At consumer release, SEO, Google Shopping, PPC and CRM converted that editorial momentum into revenue.

The black swan delivered - ‘String’, conceived as an art piece, outsold all expectations. ‘Feel’, the commercial anchor, gave it the permission to do so.

Brand:
‘Feel’ & ‘String’
Made by Niki

Industry:
Fashion
Luxury Goods
Lingerie

Skills:
Creative Direction
Graphic Design
Visual Merchandising
Digital Marketing
CRM / PR / SEO

Led by:
Niki McMorrough
Scott Parker

Editorial

Both collections earned full page and double page features in titles like Elle UK, Vogue India, Pop, Prestige, Soon and FHM.

Integrated marketing agency press placement, luxury fashion editorial

Made by Niki AW11 'String' Pop Magazine cover

Elle UK editorial feature from the Made by Niki integrated campaign

Worn by

Both collections were worn by celebrities such as Paloma Faith, Naomi Campbell, and India’s supermodel, Mehr Jesia Rampal.

Naomi Campbell wearing Made by Niki 'String' in fashion marketing social media

Naomi Campbell press loan placement from the integrated marketing campaign

Vogue India luxury fashion feature from the integrated marketing agency campaign

Digital Activation

The consumer campaign comprised of a website homepage takeover, email marketing and social media to a growing fan base of followers and subscribers.

Fashion marketing social media assets from the Feel & String campaign

In stores

Our trade marketing paid off with placement in Selfridges in London, La Maison Simons in Canada and Lane Crawford in Hong Kong.

Awarded

The brand swept the board with multiple industry and business awards.

Innovation award from the award-winning branding agency campaign

UKFT finalist award from the integrated marketing campaign

Luxury and premium brands often need shared infrastructure with two distinct voices. The commercial range protects revenue and signals reliability; the aspirational line carries desire and earns the press. They borrow credibility from each other when timed well. If you’re balancing both, let’s talk through how to plan it.
For press loans, buyer meetings and editorial placements, around 18 months ahead of consumer release. At launch, your SEO, PPC and CRM should already be live to convert editorial demand into orders. If you’re planning a launch window, let’s look at the timeline together.
Look for a body of integrated marketing campaign examples that map to your scale and audience, not just your sector. Ask who runs the work day-to-day. Award-winning credentials help, but fit matters more. Everything starts with a conversation, so let’s have one.