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.
FASHION - ACCESSORIES
Event• Influencer relations• Media relations• Retail communication
MOLLY BRACKEN – POP-UP STORE
Challenge
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
