As part of a multi-channel brand launch campaign on behalf of Magnum Large Size Condoms, Soho Brand Partnerships planned, art directed and produced a series of out-of-home activations across the UK. 

Taking advantage of traditional medium – such as 48 sheet and B2 panels – as well as more innovative and festival-focused forms of OOH, including flyposting and projections, Soho Brand Partnerships aimed to position the brand at the forefront of both the advertising space and the UK music scene, demonstrating that even the most daring forms of advertisement can be achieved. 

To honour their decade-long partnership with Wimbledon, Ralph Lauren planned an exclusive 1-hour Twitch show, which was set to close with a musical performance. Soho Music Group was tasked to find a talent that would resonate with a Twitch audience while aligning with Ralph Lauren’s brand image and identity. As the brand wanted to drive a maximum of traffic to the live, a strong social media engagement was further added as one of the requirements when shortlisting talents.

On top of researching, fixing and managing New Hope Club, Soho Music Group organised and art directed the various social media asset photoshoots while planning and implementing a multi-channel social media strategy, spread across Instagram (grid and story posts), TikTok and Facebook – ultimately providing Ralph Lauren with full campaign monitoring and reporting services.

Ralph Lauren approached Soho Music Group with a task of finding them the perfect fit for their holiday campaign. We were asked to find a talent that would align well with Twitch audience and at the same time work with the brand’s image. The brand was promoting their new game – The Holiday Run and wanted to further amplify their campaign for the European market.

We’ve managed to partner up Ralph Lauren with The Vamps and provide the brand and its audience with an exclusive content in form of a live performance and social content from the Vamps. Soho Music Group organised every detail from drafting up the social media plan to production of the final performance.

Reebok approached Soho Music Group with the task of finding them an up-and-coming female artist which would help build the brand’s authentic connection to music. The brand asked us to find a talent that aligns with- and reflects Reebok’s values and brand identity, but that would also offer an opportunity for the brand to help nurture the talent.

Soho Music Group researched and presented a selection of artists, from which RAY BLK was chosen. This decision was based on her feisty and honest lyrics, expressing her passion for female empowerment and equality, which aligns with Reebok’s brand messaging.

Moreover, choosing Ray BLK presented the opportunity for the brand to be involved in the launch of her debut album – Reebok dressed Ray Blk for the evening and was featured in a series of her Instagram stories and in-feed posts. For this project, Soho Music Group oversaw talent research, negotiation, contracting, content planning, and post-campaign reporting.