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How Fight or Flight launched a crucial new product for under £10k


By Awards Analyst, writer

December 5, 2022 | 5 min read

Fight or Flight won at The Drum Awards for B2B 2022 in the Best Limited Budget Campaign category for ‘Dress Release’. Here, we find out what went into this successful work.

Fight or Flight's textile press release in action

Fight or Flight's textile press release in action

Japanese printer manufacturer Roland DG needed to promote its latest garment printer across five European markets – with just £10,000 ($12,000). Fight or Flight got the job done.

The brief

In autumn 2021, Roland DG needed a campaign to promote its latest garment printer (the catchily named Texart XT-640S-F) in the print, textile and fashion media.

Traditionally, Roland’s product comms are focused on technical information, supplemented with white papers, spec sheets and webinars. This time, Roland wanted a bigger, more creative idea that would get the attention of fashion and textile print businesses across the company’s four core markets: UK, Italy, France and Spain. But the firm only had £10,000 to spend.

The idea

Fight or Flight came up with the idea of a ‘Dress Release’ – a press release ornately printed onto a beautiful dress – that would “show not tell” garment printers across Europe just how dextrous and adaptable Roland’s textile machines are.

The dress was printed in Europe’s biggest fashion capitals, Milan and London, using Roland’s new Texart F-series printer. It used a pattern that would show off the printer’s white ink, and vibrant red, pink and green color capabilities.

The agency appointed fashion designer Fabia Goff to create patterns inspired by Roland’s Japanese heritage, and a video crew to shoot a model wearing the dress for a UK photoshoot. Teaser videos were uploaded to Roland DG’s LinkedIn and Instagram channels. On launch day, hi-res images of the Dress Release were sent to print, textile and fashion trade media, along with explanatory copy. A series of social media posts followed, including a ‘making of’ video that allowed the audience to see the printing process for themselves.

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The results

For a total cost of just £9,000, the “Dress Release” campaign delivered 60+ articles for Roland DG across print, textile and fashion media in UK, France, Italy and Spain. 46% of all coverage was non-English language, a key metric for the campaign.

Top hits included Printwear and Promotion, Textil, Print Monthly, Fashion United, Innovation in Textiles, and a feature in PRWeek’s 'Campaign of the Week' section. On LinkedIn, despite zero paid social spending, the campaign drove almost 11,000 organic impressions and over 1,000 engagements (at an engagement rate of 11%, against a 2% industry average).

The hero post was the all-time top-performing post on Roland DG’s channels, delivering an engagement lift of 1900% compared to the average Roland DG organic post.

This campaign was a winner at The Drum Awards for B2B 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

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