Mallet London

THE BRIEF

Mallet London, the progressive British footwear and fashion brand, wanted to enter the highly competitive Middle Eastern market. With a growing global presence, the brand sought to amplify its visibility and create a deeper connection with the regional audience.

Atteline was tasked with developing a comprehensive communication strategy to reinforce Mallet London’s identity and establish it as a key player in the region’s fashion landscape.

THE DELIVERY

Atteline crafted a targeted communications plan with a dual focus on media relations and influencer marketing, ensuring every touchpoint elevated Mallet London’s distinct brand story. The aim was to drive both immediate awareness and long-term brand affinity.

• Media Relations: A key pillar of the strategy involved identifying and engaging the right media outlets. Atteline curated a media list tailored to the region, covering top-tier fashion, lifestyle, and luxury publications. By doing so, we ensured Mallet London was positioned in front of influential voices that resonate with the brand’s desired audience.Our team drafted a series of compelling press releases highlighting Mallet London’s latest collections and underscoring strategic collaborations with globally recognized names such as Reebok and Smiley.

  In addition to press releases, we secured several high-profile interview opportunities for the founders of Mallet London. We reinforced the brand’s narrative and established a deeper connection with the audience by sharing their entrepreneurial journey and creative vision with these outlets. This authentic storytelling created buzz and added credibility to the brand’s regional launch.

• Influencer Relations: Leveraging influencer marketing to drive authentic engagement, we targeted leading fashion, luxury, and lifestyle influencers whose aesthetics aligned with Mallet London’s urban edge and appeal. A standout moment for this was the collaborations at BRED, Abu Dhabi’s neo-culture festival hosted by Hypebeast, where Mallet London gained significant visibility.The team also curated a monthly influencer gifting program, selecting three to five fashion-forward influencers to showcase the brand’s latest collections. These influencers were handpicked based on their audience demographics and engagement rates, ensuring Mallet London reached its target market.

  Influencers were also invited to the Mallet London pop-ups at Harvey Nichols and Level Shoes, where they experienced the brand’s essence firsthand and shared their experiences across social platforms, driving online and offline conversions.

THE OUTCOME

The campaign delivered on all fronts, creating a powerful momentum for Mallet London in the region:

• Amplified Brand Awareness: We achieved a total coverage circulation of over 613.7 million through targeted efforts. Our multi-channel approach ensured Mallet London was placed in front of new and relevant audiences, reinforcing its presence in the Middle East

• Managed Brand Reputation: We achieved 100% key message penetration across all media coverage, ensuring that Mallet London’s core essence was communicated effectively. We have seen a total PR value of over USD 1.1 Million to date

• Strong Regional Coverage: The brand was featured in Tier A fashion and luxury publications in both English and Arabic, including notable titles such as Hypebeast, YUNG, MOJEH Magazine, Emirates Woman, DURRAH, Esquire Middle East, Hia Magazine, L’Officiel Arabia, and Signé, to name a few
• Influencer Impact: Our targeted influencer strategy generated significant traction, with key profiles sharing Mallet London’s collections with their engaged followers, leading to a spike in online conversations and store visits