In 2012, the world-renowned Danish jewelry brand Pilgrim approached STEPitUP with the objective of promoting the newly launched collection and strengthening their brand awareness in general. STEPitUP found the perfect match in Danish singer Sisse Marie.
The artist alliance with Sisse Marie included a sponsorship of the music video for Sisse Maries single “Kill For Your Love” with product placement of the new Pilgrim jewelry collection. Pilgrim also shot campaign pictures with Sisse Marie wearing the new Pilgrim collection on the location of the music video. By using the same set-up for the both shoots, the resources were utilized in the most cost-effective way. Pilgrim finally went on tour with Sisse Marie on the emerging market in China, where Sisse Marie was showing off the new collection on stage, in TV-interviews, on POS and on outdoor advertising. See some examples on the left.
Pilgrim created buzz around their new collection with Sisse Marie as their artist ambassador. The music video “Kill For Your Love” was shared in many medias, while Sisse Marie made several TV-interviews in China wearing Pilgrim jewelry.