PatBO: Miami Art Basel
Submitted by MG Empower

PatBO Miami Art Basel Influencer Yacht Party

Influencer Marketing

MG Empower co-created a Miami Art Basel influencer yacht event for PatBO with Sol de Janeiro and Havaianas, generating an estimated EMV of $45K from organic content.

$45KEstimated EMV

About the campaign

PatBO, MG Empower and an organic influencer guestlist turned Miami Art Basel into a yacht event with an estimated EMV of $45K. PatBO is a Brazilian designer label. It had a December store opening in the Miami Design District and a capsule collection with Alessandra Ambrosio. The brand wanted social and IRL buzz around both milestones.

The agency built a strategy around a yacht influencer event with Alessandra Ambrosio and Patricia Bonaldi at the start of Art Basel. The agency invited Sol de Janeiro to provide an exclusive massage session on the boat. Havaianas gave out its flip-flops to guests for the occasion. The influencer guestlist mixed local and international names and was kept organic.

The agency reports an estimated EMV of $45K from the organic content. Imagery showed key influencers using Havaianas and Sol de Janeiro products on the yacht and at the store. Brand sentiment was high across social coverage for all three brands.

Case in 60 seconds

PatBO had a December store opening in the Miami Design District and a capsule collection with Alessandra Ambrosio ahead, so the Brazilian label needed social and IRL buzz that could stand out from the crowd at Miami Art Basel.

Miami Art Basel gathers global talent in one city for a few days, so three Brazilian brands acting together could claim a share of that moment, because a joint statement carries further than a single label hosting alone.

MG Empower recommended a co-created yacht party at the start of Art Basel with Sol de Janeiro and Havaianas, which tied PatBO's Brazilian identity to a cultural moment the brands set out to own together.

Alessandra Ambrosio and Patricia Bonaldi hosted an influencer yacht event in Miami, where Sol de Janeiro gave on-board massages and Havaianas handed out flip-flops, while key influencers from an organic guestlist appeared in imagery of the yacht and store events.

MG Empower reports an estimated EMV of $45K from organic content and high brand sentiment across social coverage, while gains in cultural relevancy, global awareness and engagement for all three brands are described in qualitative terms only.

Strategy Breakdown

Global and local audiences around Miami Art Basel, including the local Miami community, reached through local and international influencers and the new audiences PatBO wanted to engage.
Art Basel week in Miami is full of brand events competing for the same guests and feeds, so a fashion label needed a statement large enough to stand out from that crowd.
PatBO acted as host and lead brand, inviting Sol de Janeiro and Havaianas to add experiences, so its collection with Alessandra Ambrosio and its new store stayed at the centre of the coverage.
Influencers who attend without a paid brief post what they find worth sharing, so on-board massages and free gifts gave guests a reason to publish content organically.

Creative & Execution System

Partners

  • MG Empower

Creator role

  • Alessandra Ambrosio — talent

Results & Evidence

MetricValue
Estimated EMV$45K estimated EMV

Why MG Empower's strategy worked

  1. 1

    Inviting partner brands that share a heritage adds guest experiences such as massages and gifts without crowding the host label, because the common Brazilian identity holds the event together as one story.

  2. 2

    An organic influencer guestlist gives up guaranteed posts in exchange for authenticity, so coverage depends on the event handing guests something worth sharing, which the on-board massages and free gifts were built to supply.

  3. 3

    Timing a brand event to the opening of a major cultural gathering lets a label borrow attention it could not draw alone, while a store opening and a new collection give that attention somewhere to land.

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