2. Welcome to the Wonder Factory, where we start
with the impossible and deliver extraordinary
brand experiences.
We don’t ask: how do we make customers like
you? We start with the question: how do we
make people willing to die for your brand?
In other words, we create wonder.
Wonder is the essence of the human experience.
And the secret ingredient of great brands.
It transcends logic.
And converts passive consumers into die-hard
fans. Wonder goes beyond interrupting dialogue.
And becomes the primary focus of discussion.
Because what people wonder is part of who
they are, making the brand of wonder an
integral part of their DNA.
3. PAID MODEL EARNED MODELAND
• Pay to create an ad
• Buy Media
• Place Impressions
• Integrated Campaigns
• Integrate brand into existing
powerful event (ex. NYC
Fashion Week)
• Focus on PR // embed
with world class talent to
integrate brand
• Leverage all channels -
video channels, social media
• Arouse people to share
content
*10 Million Global Campaign Spend = 2 Billion ROI in earned media and PR value
(Thunderbird case study quantifying value of HP Vivienne Tam Digital Clutch)
10. Thevibrant diversity and energy
of Houston, Texas where art,
music, culinary arts, science and
technology intersect harmoniously
in a multicultural cornucopia.
“
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12. • Put emerging city on the global runway
• Houston connected to collection materials
• Celebrate iconic Houston brands including;
Pondicheri, Good Dog Houston, NASA, Houston
Rodeo, Rice University, Asian Wives Club,
Houston Ballet, Santos Saint Arnold, Cactus Music,
Mongoose vs. Cobra, Buffalo Bayou Partnership
• Houston included on Step and Repeat
• After-party at The Skylark
• Celebrating most diverse and multicultural city
in the world
Phase 1 :
Integrate Houston in the
VivienneTam Spring 2017
Fashion Collection
15. “Everyone Talks about New York being the center of everything,
but Houston is Such an Advanced City with it’s diversity and booming
Art Scene That Houston is like a collage of cultures.”
“Kitschy co-mingling of boho-rodeo and mission-control motifs celebrated
all things Houston in a cute and playful spring show.”
“It juxtaposes NASA, a signal of both the past and future, with designs that
remind us of the late ’70s (fringe, oversized peasant blouses, and iron-ons).
And, oh the fringe. We caught fringe on just about everything including
vests, bags, and shirts.”
PRESS
16. “It was truly East meets West.” – George Whipple
“The whole collection is fascinating in its utter diversity, from the delicately
pretty baby doll dresses to rough and tumble Western wear, with a little bit of
‘70s inspiration and tie dye thrown in for good measure. Honestly, if it weren’t
a little bit of everything, it wouldn’t be as true to Houston.”
“Tam’s enthusiasm for her subject was infectious. She wanted to celebrate
the diversity and growth of a booming American city.”
“Tam’s press materials describe her influence as Houston, Texas the butterflies,
cowboy motif, and flowers pull from local ecology.”
17. Phase 1 : ROI
•1.4+ billion press impressions to date
• Global Coverage in WWD, Vogue, Fox Business News,
Houston Chronicle, NY1
• Estimated Media Value = $50 million US dollars
(300 x ROI of initial investment)
• Estimated Sponsorship Value = $2.25 million US dollars
• Current Valuation = $7.75 million US dollars
• Changing Houston’s image from refinery town to
multicultural City of the Future
26. HOmetown Activations
• Runway on the City
• Work with Buffalo Bayou Partnership to put runways
around Houston
• Develop inclusive program to bring the Houston
Collection to all Houstonians
• Appearing in Houston Rodeo Trailblazers Luncheon
• Collaborate with Asia Society Texas for talk, reception
and special trunk show for Tiger Ball, March 9th 2017
• Showcase collection at select Super Bowl
opportunity gala
