Timed to NYC Fashion week in 2019, American Girl partnered with Harlem’s Fashion Row, a collective of Black female designers to reimagine both girl and doll product for the “World By Us” doll collection. The World By Us dolls were multi-cultural, multi-racial dolls who promoted social justice and encouraged young girls to take a stand against racism while promoting inclusivity.
The 2019 Holiday Window Unveil ideated and spearheaded by Kimberly St. Louis welcomed more than 500 visitors to the NY Flagship store. The private event featured passed hors d’oeuvres, a children’s holiday choir and an appearance by Grammy award winning singer Ciara.
The 2019 Holiday Window Unveil ideated and spearheaded by Kimberly St. Louis welcomed more than 500 visitors to the NY Flagship store. The private event featured passed hors d’oeuvres, a children’s holiday choir and an appearance by Grammy award winning singer Ciara.
Challenged with revitalizing this non-performing experience, Kimberly completely overhauled the marketing, messaging and awareness for the experience and extended the partnership into local NYC area hotels. The result was a double digit increase in bookings vs. the year prior.
Within a San Francisco Bed Bath and Beyond location, the NBA created an immersive experience for fans of the Golden State Warriors. Branded product included both hard and soft goods, drinkware, accessories and home furnishings.
Partnership with retailer rue 21 for special All-Star in-store event activation. Other event marketing included :30 second radio spots, email and social posts (rue21 Instagram, NBA and rue Facebook, Twitter, rue Snapchat filter), a player appearance by Paul Millsap of the Atlanta Hawks, two live DJs and a 25 x 25 interactive space that included a video gaming area, NBA customization station and giveaways.
Retail event held at Forever 21’s NYC Flagship store in Times Square to help promote our NBA capsule collection. The event featured an NBA Player appearance, NBA branded cupcakes, and an appearance by the NY Knicks City Dancers. The event attracted over 1,000 people and sale of NBA product was up 25% to plan.
To support the launch of our NBA Collection, we partnered with Forever 21 and their Flagship locations to create custom NBA in-store displays. The displays were meant to evoke emotion and drive conversion.
Program elements included an appearance by Michael Carter-Williams, of the Chicago Bulls, basketball themed macaroons, e.l.f. beauty touchups, NBA trivia sweepstakes and a live DJ.
Marketing included a Facebook event page (boosted), custom Snapchat geo-filter, event invite geo-targeted eblast and GWP, geo-targeted eblast to Chicago, LA & NYC, Snapchat takeover by e.l.f. cosmetics Beauty Squad @gianalaurenmua up to 66.5K views each. In addition, InStyle.com ran a piece on the entire collection garnering more than 4.7M media impressions.
We also partnered with fan sites and regional influencers to highlight the collection. The event was attended by over 120 customers.
During NBA All-Star 2013 in partnership with Academy Sports, Spalding and adidas, this branded, fully loaded luxury RV made stops at multiple Academy locations and participated in an Academy sponsored event called “Party for the People,” a family event featuring “Clutch,” the Houston Rockets mascot, Acrodunk basketball acrobats, Spalding basketball systems, NBA giveaways, food, etc. Houston radio host John Lopez from CBS Radio 610am was broadcasting live from the RV during the tour. There were also NBA giveaways for fans in attendance and they were given the opportunity to enter to win a chance for a private “meet and greet” with NBA Legend, Hakeem Olajuwon.
To help support the inflatables and higher priced systems available for sale at national Lowes locations, we created one-stop shop in-store displays where products were merchandised together. These products included NBA basketballs, NBA systems, NBA court marketing tools, concrete, etc.
To drive foot traffic to the Toys R Us Times Square shop in shop, the NBA brought THE Larry O’Brien Championship Trophy to the store. Guests posed next to the trophy for photos and shopped the NBA section.
Capitalizing on the success of the Golden State Warriors winning season, the NBA partnered with the Warriors and Old Navy to host a Fund Day at one of their San Francisco locations. The event featured an appearance by the Warrior Girls, as well as appearances by Draymond Green and Harrison Barnes as well as the official DJ of the Warriors DJ D-Sharp. The event was attended by 500+ people and saw double digit sell through of NBA / Warriors branded product for the event.
For a one hour appearance, over 2,500 people waited in line in temperatures well below freezing in Boston. Jayson was able to get through over 250 autographs in a 1 hour period.
Store traffic was up 48% vs the same day the week before and total sales on event day exceeded $20K, up 12% to plan.