CREATIVE STRATEGY

EXPERIENTIAL STRATEGY

EXPERIENTIAL DESIGN DIRECTOR

Assignment:  Launch of Sarah Jessica Parker’s debut collection of shoes and handbags.

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SITUATIONAL ANALYSIS

Nordstrom wanted to maximize the announcement of the exclusive release of Sarah Jessica Parker debut handbag and shoe collection. They wanted an experiential way to showcase her collection to the press and also wanted to capitalize on the dedication and love of Sarah Jessica Parker’s die hard Sex and the City Fans.

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THE STRATEGY

Tap into Sarah Jessica Parker's love of fashion and downtown NYC shopping to create a quintessential NYC Sex and the City moment that press and fans of Sex and the City could relate too and deploy guerilla wild posting (a true New York City messaging staple) and Sarah Jessica Parker’s massive social media presence to draw attention to the release.

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THE SOLUTION:  Nordstrom and SJP retail and press Pop-Up

As the chief creative brand strategist and executive creative director for my agency Neverstop. My team and I  developed a playful and imaginative retail pop-up shop in NYC to debut SJP, Sarah Jessica Parker’s new collection of shoes, handbags and apparel. Wild postings and OOH billboards served as instruments to create surprise and drive traffic to the pop-up location. Multiple social networking outlets were also integrated to maximize the PR and viral brand exposure.  To further the elevation and exposure, we hosted a press event to have a one-on-one with Sarah Jessica Parker to learn about her inspiration in the creation of her collection.

 

RESULT

The SJP pop-up store drew heavy brand recognition from both national and international medias and garnered copious amounts of press on the blogosphere and social networks. The press preview garnered 267 stories yielding 311,947,955 impressions and $3,884,026 in publicity value resulting in an ROI of roughly 676%. The pop-up store enjoyed excellent daily attendance numbers and exceeded sales goals.