Cora’s lilac disc launch
focus: influencer and editor management, IRL activations, social media strategy, community building, brand partnerships
To celebrate the launch of Cora’s Perfect Fit Disc in a new colorway — Lilac — I organized two events in NYC: one for a group of influencers and one for a group of editors, with the hopes of educating a new audience about the benefits of a disc and building Cora’s NYC community.
the INFLUENCER DINNER
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To celebrate the launch of the new disc, we leaned into Cora's mission: to provide comfort through the uncomfortable. We brought together a diverse group of 11 NYC-influencers, including beauty, wellness, and comedy-focused creators, for a comfort food pizza party. The influencers included host of It Girl Bailey Taylor, comedian Yvette Segan, and The Circle contestant Alyssa Ljub. The women shared period stories, met new friends, and learned about the benefits of the Cora's Lilac Disc.
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The dinner was hosted at Motorino, an Italian restaurant in the East Village. Florist Audrey Hilfiger created a custom purple produce tablescape that included eggplants, purple onions, and the Lilac Disc. The vibe was comfortable & colorful.
Each creator also received a gift bag with products from 9 partner brands including Kosas, Vacation, and Mutha.
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90% of the influencers posted about the dinner, resulting in organic buzz and UGC for Cora. The estimated reach of these posts is 726,132.
The influencers left the dinner happy and excited about Cora, with one woman sharing, “I have never been a disc girl, but now I am excited to try it out!"
the editor class
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Working hand in hand with our PR team, our second Lilac Disc launch event was geared towards editors and garnering PR coverage for Cora.
We treated a group of nine editors to a private workout class with popular NYC studio Saltdrop. The editors hailed from Vogue, Elle, Who What Wear, People, and more.
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The Saltdrop class was customized to reflect exercises that are better for you while on your period. After the class, we walked the editors through the ins and outs of the disc -- how to use it, why it's a more sustainable option, etc.
The editors mingled before and after class and enjoyed lilac colored smoothies for a post-workout boost. Like the influencers, we gave each editor a gift bag filled with self-care products.
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The editors loved the class (a couple even went back to Saltdrop on their own), and the majority posted about their Cora experience on their IG Stories, resulting in an estimated 39,100 impressions.
Following the workout class, we landed a press placement in Who What Wear, reaching an estimated 4,838,105 readers.
