Objective
To garner social media buzz, enhance brand relationships with key influencers and their networks, and seed product to editors, bloggers, and notables.
The Challenge
Limited budget and short-timelines to secure influencers, coordinate, and execute a vibrant experience.
Strategy
Target ten notable influencers with high-reaching social media platforms, including: editors, on-air personalities, and bloggers for a VIP Experience at the Justin Timberlake 20/20 Concert.
A secret invitation was circulated to ten of the city’s top-tier influencers in the social media arena, hinting at an upscale and exclusive event hosting by the brand. Upon confirmation of attendance, dressing appointments in-store were coordinated with each guest to provide a head-to-toe look for the evening. Black car limousines were arranged to escort attendees to a pre-concert champagne celebration, leading into a private dinner on-site. Guests received upscale beverages in a private VIP floor section throughout the concert, including bistro tables, access to photo opportunities with opening act DJ, and an opportunity for a selfie photo with Justin Timberlake at one moment during the live concert.
The Result
Notables and influencers shared the experience liberally with their networks, inspiring broad social media buzz and engagement throughout the evening and in the days following. Stronger brand relationships with attendees, resulting in numerous opportunities for collaboration and placement in the months following the event and ongoing.
