In order to generate optimum results for the in store event, Catalyst PR enlisted the help of an influencer. It was important that we chose someone that could represent the brand well, knew the brand and had the skills to be actively involved with customers and staff throughout the day. We picked the highly influential Danny Defreitas, with a strong following of 121K on instagram alone, Danny had the following and the skills to be the right man for the job! His previous work as a makeup artist ensured that he was able to interact throughout the day, recommending products and also performing demonstrations on the general public. A presentation space was set up at the entrance of the store, complete with makeup stand and a display of Milani products. We hosted the event on Black Friday weekend, the shopping centre was busy all day and Danny was visited in store by the public and also his loyal followers after seeing his promotion of the event on his social feeds. Dannys participation was promoted on both the Milani and Beauty Base social feeds pre-event and on the day all accounts were filled with Milani, Beauty Base and Danny Defreitas content. Danny participated in a video series and multiple photo opportunities throughout the day creating reusable content for Milani to use going forward.
Catalyst PR were appointed to handle all UK PR and social media for Milani in June 2017.After successfully launching UK social channels for the brand and developing their brand awareness amongst consumer and national press, Milani presented us with our next project. To ensure they kept up with competitors and utilised their existing relationship with high street retailer Beauty Base, Milani wanted to host an in store event, read on to find out what we organised to fulfill and exceed our clients needs.
Social Media Outreach
We used social media advertising and organic posting to promote the event to the public. We created an ad strategy plan that included different campaign types targeting the London area which was implemented on the Milani social channels. We worked closely with the Beauty Base social team to ensure we had content appearing here to for their customer base. This was a great way to promote what was going on in store, Beauty Base posted multiple times including a giveaway and a change of their Facebook cover photo to promote the event.
An email marketing strategy was put together to promote the event to the existing Milani database. The exclusive subscribers were the first to know about the event, and the first to know about the limited one day deals that were that were on offer including 10% off purchases and a free product with purchase of three or more Milani SKUS. Subscribers were hit with a series of emails to remind them to add the upcoming event to their diaries, the marketing series received an impressive open rate and lots of interest from existing Milani fans.
In order to maximise the coverage acquired and promote the event as much as possible we worked with both Beauty Base and Westfield London to secure media placements, social posts and marketing material features. Westfield London included the event in a weekend activity roundup which obtained half a page in the London Evening Standard which goes out to a circulation of 867325. We also achieved a ¼ placement in the Westfield Christmas information booklet, which is distributed in both London centres. Beauty Base supported with E-mail marketing, multiple social media posts and were on hand during the event for support.