Edward Beiner eyewear store located in Mary Brickell village is an iconic location for Miami’s young urban professionals, Those well-paid young middle-class professionals who work in a growng ,and have a luxurious lifestyle. This location attracts hip crowds by hosting lively happy hours.
The Experience: The vibrant red, screaming faces backdrop is our brand activation hook, also known as the “attention grabber.” As consumers go to their habitual social events, we engage them by creating awareness of the grand premier of Marc Jacobs’s new eyewear collection. Our brand ambassadors cordially invite potential clients to have a full sensory experience. First, we activate our social media channels by offering a branded Mark Jacobs photo print, and directing them to tag their pictures with the brand’s theme, “screaming queen” as well as the store’s social media tags.
Lastly, in order to leave a lasting impression, brand ambassadors use the Marc Jacobs app. Our brand activation team asks clients to pose in four look sentiments by which our consumer takes a picture in these looks: smile, scream, shock, and freestyle.
The vibrant red, screaming faces backdrop is our brand activation hook, also known as the “attention grabber.” As consumers go to their habitual social events, we engage them by creating awareness of the grand premier of Marc Jacobs’s new eyewear collection.
Brand Activation Hook
First, we activate our social channels by offering a branded Mark Jacobs photo print, and direct them to tag their pictures with the brands and the store’s social media tags.
Upon entering the store, the consumer is surprised by our catering team, who offers them flavored popcorn, sodas and champagne. Through the brand activation experience the consumer is trying the eyewear and the stores’ sales associate continue the engagement, persuading the conversion by offering a gift upon purchase.
Highlight Moments Interacting with Fashion Blogger Laura Reyes, positioning our campaign within in the fashion influencers. Laura took several pictures with her friends and enjoyed our premier. Insta 4,567 followers.
Closing Remarks: Bridget, The store manager, was very happy with the team’s performance. She particularly liked the social interaction of the campaign.
Cindy, our client was very satisfied with our performance. She left the promotional materials to be ready to ship by pick at the Edward Beiner store that is next to FedEx.