#aERIEreal Mobile Pop-Up
A mobile showroom igniting body positivity for college students
The Skills: Project Management, Research, Lead Outreach, Client services, Account Management, Event Implementation, Team Management, Creative + Strategic Overview, Insight Development
The Challenge: Aerie, wanted to ignite a national body positivity movement and create a unique retail brand experience to reach customers nationwide with a mobile pop-up.
The Outcome: Over the last two and a half years, I’ve planned and executed ten mobile tours, and coordinated efforts with over 70 site locations. I managed internal creative fabrication updates ten different times and helped bring sketch renderings to life. On top of managing the client, fabrication agency, internal teams, brand ambassadors, and tour staff, I was the main contact to ensure each pop-up stop went smoothly and was under budget.
Results included:
35,000+ student traffic and pop-up attendance
$16K average sales per stop
10,000+ social content pieces created using #AerieREAL
Nature Made vITAMINS
Three new product launches in one night
The Skills: Client services, Account Management, New Product Launch, Positioning, Messaging, PR Outreach, Event Planning and Execution, Quantitative and Qualitative Insight Development
The Challenge: Position the Nature Made brand as the supplement industry leader and go-to source for media and influencers when it comes to choosing quality and trusted vitamin products backed by science. Introduce three new product lines to the media through an exclusive launch event in NYC emphasizing Nature Made's latest breakthrough innovations enhancing form, size and taste.
The Outcome: Approximately 40 media outlets attended, seven of which were top-tier health magazines. Additional media coverage included Men's Health, Refinery29, Examiner, FIRST for Women and Hungry Girl to name a few. The event garnered over 73 million impressions. Registered media dietitians were in attendance as well. Event was nominated and received a Silver ADDY Award.
The Awards:
Welch's Grape Juice
Reinventing an existing product to a new audience
The Skills: Client services, Account Management, New Product Launch, Positioning, Messaging, PR Outreach, Event Planning and Execution, Quantitative and Qualitative Insight Development
The First Challenge: Execute a media event to educate editors about the concord grape harvest process hitting home that no matter how different each concord grape season is, Welch's has consistently delivered a product that families have known and loved for ages.
The Outcome: Created a "pop-up vineyard" in the heart of Manhattan with a Welch's concord grape farmer and brand spokesperson Alton Brown. Event was hosted at Butter Restaurant with a grape-inspired menu created and crafted by Executive Chef of Butter and Food Network star, Alex Guarnaschelli. Secured ten top food and nutrition editors in NYC as attendees. Print outlets in attendance at the event included Self, Family Circle, Food Network Magazine, Bon Appétit, Reader’s Digest, All You, Fitness, and Women’s Day. Additionally, two major broadcast producers from The Chew were in attendance. Five national media placements which included a print edition of FIRST for Women and a full length story in Reader's Digest. Event was nominated and became a Gold Sabre Finalist.
The Awards:
2013 Holmes Report GOLD SABRE, Finalist
A Welch's Grape Harvest Inspired Editors' Dinner, award for PR programming, consumer marketing.
PR News Agency Elite Awards
Honorable mention in the media relations work on the Welch's Kitchen Table Report campaign. The award set benchmark of excellence in client PR efforts, as PR agencies were recognized for their work in 23 practice areas by industry publications.
The Second Challenge: Initiate and execute media outreach and organize The Guinness Book of World Record's Largest Toast in a Single Venue for Welch's at Fenway Park.
The Outcome: Generated over 866,000,000 media impressions and secured placement in the Guinness World Records. Organized execution of the toast and worked with Fenway Park and Red Sox team members.
Google Waze Carpool
Introduce, position, and acquire app downloads
The Skills: Client services, Account Management, Event Implementation, Team Management, Creative + Strategic Overview, Insight Development
The Challenge: Introduce students to Waze Carpool and position it as a cost-effective commuting solution to drive app downloads.
The Outcome:
Built an interactive Drive-Thru pop-up structure to enhance product education
Circulated school-specific bit.ly links via digital content for easy app onboard
Increased education and acquisition through an influencer program comprised of weekly word-of-mouth activities and creative social content
Results included:
98.1K+ Instagram impressions
8K average interactions on campus and at the Drive-Thru pop-up
2K new app users over 10 weeks of programming