The Atomic Blog

Behind the Scenes With Atomic PR at Fashion for the Cure September 28, 2009: Diane von Furstenberg @ Smashbox Studios

Atomic PR, Los Angeles was signed by the Los Angeles Affiliate of Susan G. Komen for the Cure® in September 2008 to develop and manage the PR campaign for the affiliate’s flagship fundraiser, Race for the Cure 2009®. Atomic mixed analytics, classic and social media and SEO to significantly increase media and blog coverage, runner registrations, event participants, as well as the number of celebrity | political | entertainment hosts involved, and importantly - to drive up donations. Based on the results compared to past campaigns, Atomic was named Komen’s agency of record for Los Angeles.

Just this week, we completed a new campaign for Komen’s Fashion for the Cure®. In its 8th year, Fashion for the Cure® had traditionally tapped talented local designers and boutiques. With Susan G. Komen’s recently elevated brand presence and visibility in Los Angeles, Atomic suggested reaching out to an iconic couture designer to bring the event to the next level, engage a new and additional demographic demographic and maximize media and social media coverage. Our pick for designer was Diane von Furstenberg.

Happily, Diane agreed to participate. Smashbox Studios was secured as the location for the event and planning began in earnest. Atomic handled all the event management, traditional media relations and social media planning and execution. We secured and hosted more than 50 different media outlets on the red carpet including E! News, Los Angeles Times, Yelp, E! Online, People Magazine, 944 Magazine and CNN as well as top photographers from Wire Image, Globe Photos, Film Magic, WENN, Getty Images. Social media was also used to update affiliate profiles with news, behind the scenes photos and celebrity attendance updates.

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