Case Study: Alexa Chung achieves measurable global media buzz for her ALEXACHUNG launch with Launchmetrics Discover

Monitoring the launch of Alexa Chung's new label across online and social media

When Alexa Chung launched her ALEXACHUNG ready-to-wear label, Purple PR was tasked with building awareness and hype but needed a way to accurately monitor launch-specific media and social coverage separate from Chung’s personal press and past collaborations. To solve this, the agency adopted Discover by Launchmetrics to filter, track and report relevant online and social mentions tied to the campaign.

Launchmetrics’ Discover delivered smart filters, daily newsletters, campaign reports and shareable coverage books that let Purple PR quantify the launch’s impact: the US and UK drove over 50% of the buzz, Vogue led with 63 mentions, top retail partners reached more than 8.5 million followers, and influencers such as Sophia Rosemary posted engagement peaks of 4.4%. Using Launchmetrics, the team quickly surfaced insights, demonstrated measurable reach and engagement, and efficiently reported results to the ALEXACHUNG team.

Alexa Chung