LaForce+Stevens Talks Tying Scandal to Fashion on Social


A question for PRNewsers: are you excited that Scandal is coming back? And would you like to feel closer (in a fashion sense) to everyone’s favorite professional fixer, Olivia Pope?

The Limited hopes that the answer to both of those questions is “hell yes”, and they’re getting help from Manhattan firm LaForce+Stevens in promoting the fashion brand’s new partnership with the ABC drama. So far, the campaign and its well-fit coats have earned coverage via The New York Times, People, Forbes, Entertainment Tonight and others, so we’d say the collection is heating up.

We spoke to Megan Brown (follow her on Twitter), who manages digital/social at the firm, for more on the campaign and Kerry Washington herself.


[Pic via Forbes]

How are you guys working with The Limited on this one?

We are excited to partner with The Limited as they relaunch the brand. We are managing the traditional PR as well as social strategy for The Limited/Scandal partnership, working closely with Tawn Earnest, The Limited in-house Director of PR and Events.

How did you help coordinate the launch?

L+S identified the audiences for each of The Limited’s social channels and crafted content and messaging to resonate with each. The content cadence is aligned with PR, retail, advertising programs and will be amplified on social by ABC, Kerry Washington, Lyn Paolo (Scandal costume designer) and Elliot Staples (The Limited Head of Design).

We’re planning a number of social activations, including using Pinterest to tease the Collection with The Limited’s “Scandal Style” pinboard. Style tips from Olivia Pope as well as close-up sneak peeks of The Limited Collection inspired by Scandal are featured.

What sort of unique ways will you promote the line and tie it into the show?

We will be promoting the line through a user-generated content focused contest, hosting online style chats with Kerry Washington, Lyn Paolo and Elliot Staples, and sharing behind-the-scenes content.  We are working with the Scandal/ABC team and Kerry Washington’s team to access their audiences and share exclusive content on the Collection with their fans.

[A tweet from USA Today entertainment reporter Donna Freydkin]

Is Kerry Washington the primary brand advocate on social? 

It’s an equal partnership between ABC, The Limited, Kerry Washington and Lyn Paolo. We have created strategy and content for The Limited’s social channels but also are working closely with ABC, Kerry and Lyn’s teams and Elliot to support The Limited Collection inspired by Scandal.

What sort of content will the campaign include? 

Images, video, sketches, Q&As with the design team, editorial styling pieces, email marketing, user-generated content and more.

What is something you’re doing for this campaign that you haven’t done for past client promos? 

Each campaign varies because they all have different messages. For this campaign, we are looking to empower the sophisticated professional woman – a real life Olivia Pope. We will be using social to not only promote The Limited Collection inspired by Scandal but to also cultivate a community of confident women—Gladiators.  Through contests, content and interactive opportunities, we are providing a platform for our audience to engage with an iconic brand.

Will Washington be wearing the clothes on the show? 

What’s great about this collaboration is how involved Kerry and Lyn have been. Kerry will be wearing select looks on the show throughout the season, so be sure to tune in to Scandal and follow on social using #ScandalStyleTheLimited!

What do we think, readers?

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.