Sutra, known for its innovative hair tools, collaborated with celebrity hairstylist Glen Coco to create Sydney Sweeney’s stunning look for the 2024 MET Gala. This high-profile event offered Sutra an opportunity to gain visibility among beauty and celebrity audiences. Our PR firm leveraged our extensive network of editorial connections to maximize the impact of this partnership.
The collaboration between Sutra and Glen Coco was a paid partnership, making it crucial for Sutra to see a strong return on investment. Generating coverage of this high-profile celebrity moment required precision in timing and targeting. The MET Gala is a once-a-year event with a short window for media opportunities, and the competition to secure placements in top-tier outlets is fierce.
To ensure the success of this partnership, we identified key writers who specialized in awards show beauty and conducted targeted outreach to secure timely placements. Highlighting the story of Glen Coco using Sutra’s Infrared series tools to craft Sydney Sweeney’s MET Gala look, we tied the collaboration to trending conversations about the event. This strategic approach ensured that Sutra’s story reached the right audience at the right time.
Over 110 media placements were secured, with coverage in some of the most prestigious outlets like Allure, InStyle, Cosmo, Glamour, and Harper’s Bazaar. These placements showcased the innovative tools from Sutra’s Infrared series and emphasized their role in creating one of the MET Gala’s most memorable looks. The campaign achieved a remarkable total reach of 4.09 billion, ensuring widespread awareness. Beyond reach, the coverage successfully positioned Sutra as a go-to brand for high-profile hairstyling, enhancing its credibility and desirability with consumers. This collaboration not only met but exceeded Sutra’s expectations, proving the immense value of strategic PR in leveraging celebrity partnerships during globally recognized events like the MET Gala.