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The White Cashmere Collection Reborn
After More Than a Decade of International Success

How do you keep things fresh with an annual brand-building PR program that has grown and evolved for more than a decade? That was the challenge our Strategic Objectives Team faced, along with our client Kruger Products, maker of Cashmere Bathroom Tissue, Canada’s best-selling brand, in conceiving our PR brand strategy for the White Cashmere Collection 2016.  

The world’s first and only collection of haute couture fashions entirely crafted in luxuriously soft Cashmere Bathroom Tissue, more than 165 TOP Canadian fashion designers have taken part in the annual White Cashmere Collection since its inception in 2004, including the likes of Denis Gagnon, David Dixon, Marie Saint Pierre, Greta Constantine, Sunny Fong, Stephan Caras and Christopher Paunil, to name drop only a few. Our spectacular BT Couture collection had grown to become an eagerly anticipated annual celebration, won more than 40 international awards, and scored billions of positive, earned media impressions over its first 12 years.

A fully-integrated, fund- and awareness-raiser for The Canadian Breast Cancer Foundation (CBCF), the collection heralds the annual return of limited-edition Cashmere in support of CBCF, with 25 cents from the sale of every package going to the cause, throughout October Breast Cancer Awareness Month. The White Cashmere Collection proves the awesome power of PR combined with social good to differentiate and elevate a brand by building an engaging and authentic platform with strong legs to thrive for thirteen consecutive years.

To ensure Canada remained captivated with our unique approach to fashion with compassion and to take #Cashmere16 to an entirely new level, we injected several exciting and innovative elements into our year-long campaign. To begin we choose The Four Seasons: autumn, winter, spring and summer, as our theme to celebrate Canada's breathtaking landscape, diversity and climate. We then recruited sixteen brilliant Canadian designers to create magnificent Cashmere BT couture depicting it.   

#Cashmere16 broke new ground with fashions specifically designed for a wheelchair-user, as well as trend-setting active wear. The collection also showcased the brand’s entire product portfolio including Cashmere Envirocare, Cashmere Regular, Cashmere 3-Ply and Cashmere Ultraluxe, for the first year ever.

To bring the collection to life in a really big way, we partnered with famed Canadian fashion photographer Caitlin Cronenberg to capture each designer’s one-of-a-kind creation. Her brilliant photos made the front-pages of daily newspapers and earned glossy fashion magazines spreads across the nation.

The White Cashmere Collection pivots on a mega runway fashion show in September, and #Cashmere16 made its real life debut before a packed-out, invitation-only crowd at Toronto's Art Gallery of Ontario, on September 28, 2016.

Our live show was hosted by CTV News Channel Anchor and breast cancer survivor, Beverly Thomson, and attracted more than 275 guests including Canada’s top fashion industry influencers, leaders, designers, and the media. Media coverage highlights included ET Canada, CTV News, Global News, the Globe and Mail, The Weather Network, Sun Media, Trendhunter, Elle Quebec and many, many more.

#Cashmere16 went viral on Twitter and trended across Canada, reaching an audience of more than 11.3 million users.  But it didn’t stop there! Our remarkable BT Couture was captured and shared more than 450 times on Instagram and the collection was live-streamed on Facebook Live for the first time-ever, reaching more than 27,000 viewers. Mainstream media impressions exceeded 130 million.

The White Cashmere Collection 2016 made news from coast to coast and around the world, and we are already hard at work on our fourteenth annual White Cashmere Collection, #Cashmere17. Please stand by for details.

In the meantime we would love to help your brand make big news too. Please contact us here.

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