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Study - FASHION - ACCESSORIES

MOLLY BRACKEN – POP-UP STORE

Media and influencer relations, retail communications

Challenge

Generate press coverage around the opening of the first MOLLY BRACKEN pop-up store in France and increase drive-to-store via digital channels.

Connect the brand to a younger consumer target.

Action plan

  • Partnerships with brand ambassadors over a period of 3 months, with two fashion macro-influencers: Noholita and Jodie la Petite Frenchie
  • Creation of event window displays with videos featuring stop-motion animation and the brand ambassadors’ best looks
  • Organizing a launch party with press and influencers, with interactive and Instagram-friendly activities, such as a photo call, tastings and a blind test, all built around the Molly Bracken brand concept
  • Organizing consumer activities every Saturday, in partnership with influencers and artists, in order to increase drive-to-store

RESULTS

  • 87 influencers and journalists in attendance at the opening event
  • 21 press clippings announcing the opening of the pop-up store, including Stylist and Grazia
  • Over 300 social media posts