NKPR has been named Canadian public relations agency of record for global fashion brand Free People.
The Toronto- and New York-based agency will handle media relations, strategic partnerships, influencer engagement and social development for Free People in Canada.
Free People opened its first Canadian boutique in Toronto in 2012, and has since expanded with one location in Calgary and two in Vancouver. The bohemian-inspired brand is also sold in specialty boutiques and department stores.
“Free People is thrilled to be partnering with NKPR to help us build awareness around the brand’s presence in Canada and the Free People lifestyle through social media and our own e-commerce and style community,” said Jed Paulson, director of marketing and eCommerce, Free People, in a release.
Free People has a solid presence in the digital space with an e-commerce site, BLDG 25 Blog, FP Me Style Community, iPhone App and a social media following in the millions. One focus for NKPR will be engaging the target Canadian audience in the digital style community. For example, the agency will launch Canadian-specific Instagram and Facebook channels, featuring local and curated content, and will drive awareness to the Free People app.
“[These days], people discover brands through digital,” said Natasha Koifman, president of NKPR. “Part of what we’ll be doing is helping Free People’s target audience discover them… and spreading the Free People spirit amongst Canadians.”
NKPR is on a new business roll, having won Free People, Square One Shopping Centre and travel app HotelTonight since the start of the year. It also signed Drena DeNiro (Robert DeNiro’s daughter) and designer Betina Holte to its Artists division. NKPR also did a deal with ET Canada for its client Misty Fox, a celebrity makeup artist who will be a regular on the show over the new few months.
