Media agency UM launches experiential activation for Sorel at Elle Weekender

Footwear brand Sorel is working with media agency UM to build awareness of its latest ranges at this year’s Elle Weekender event, which takes place at the London Saatchi Gallery from 30th November to 2nd December. Sorel will host an experiential brand activation at the event that attracts around 5,000 fashion conscious attendees.

Members of the public will have an opportunity to take part in the Sorel x Elle Street Style activation with a professional fashion photographer. Participants are able to style up Sorel boots they feel reflect different aspects of their personality in a street style shoot set up.  After the shoot, they will be encouraged to share the images across their social media channels, from LinkedIn to Tinder, to echo SOREL’s brand message ‘The Boot for every occasion’.

Louise Laugenie, senior planner at UM explains; “As Sorel has recently expanded its distribution across the country, we wanted to create an interactive brand experience to give people a hands-on feel for the brand. The sharable, social media element of the activation encourages visitors to engage with the brand and have fun – it may even a few swipes right in the process!”

Michelle Noschese, marketing manager Europe at Sorel  says: “Elle Weekender is the perfect opportunity to put our products in front of a fashion forward audience. The experiential approach provides us a unique platform to engage with the public, encouraging them to interact with us and appreciate the quality of our products first hand.”

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