Area of Expertise
Expertise Leaders
España
Celebramos la segunda edición del exitoso Stylefest, esta vez bajo el concepto “Color Explosion”. Un gran evento realizado en el Centro Comercial Parquesur supuso un recorrido a través del mundo de la belleza con grandes marcas, workshops, influencers y reputados profesionales creando una experiencia inolvidable además de una innovadora forma de promocionar las tiendas del área comercial.
OBJETIVo
Teníamos entre manos un reto importante y era conseguir redirigir el tráfico directo a las tiendas del centro comercial específicas del territorio de belleza e incentivar su consumo ya que estas marcas han sido grandes perjudicadas durante la pandemia. Contamos con el apoyo de marcas como Lush, Equivalenza, Nyx, Rituals o Lashes and go; etc,.
Para ello, quisimos crear una experiencia directa con el público final, en la que las marcas eran las protagonistas y se convertían en el entorno perfecto para realizar esa Beauty Experience.
El otro reto que suponía este proyecto era el de poder llevar a cabo un evento siguiendo las medidas de seguridad e higiene que se exigían en ese momento. Para ello, creamos una landing web específica para poder reservar cita en la Beauty Experience, así como en los workshops que se realizaban con expertos sobre el tema y la participación directa de las marcas.
tácticas / iniciativas
Bajo el concepto “Color Explosion”, el centro comercial animaba a las personas a devolverle el color a sus vidas, y olvidarse de la época gris que habían vivido en los últimos meses. Y para lograrlo, presentamos las novedades más destacadas del mundo beauty, invitando a los asistentes a lucir su mejor versión, a través de una experiencia física inolvidable.
La Beauty Experience, un recorrido experiencial de la mano de principales marcas colaboradoras y presentes en el centro comercial. El usuario accedía al local acondicionado para la ocasión e iba disfrutando de un recorrido Beauty. Esto se completaba con workshops de 1h durante el fin de semana liderados por influencers y reputados profesionales, además de las embajadoras del proyecto.
Además, la experiencia se desarrolló en un espacio creado especialmente para la ocasión, en la que el diseño y la decoración más vanguardista se combinaron con un estricto protocolo frente al Covid-19.
resultados
Style Fest: Color Explosion logró reunir a más de 3000 asistentes, conllevando un incremento más que significativo del footfalll del centro comercial, que se tradujo en una conversión en ventas de más de la mitad de los asistentes, y un aumento del tráfico a tiendas en más de un 20%. Además conseguimos aumentar leads a través de la tarjeta de fidelización del centro comercial y aumentar seguidores en RRSS, compartiendo tráfico con los dos perfiles seleccionados como embajadoras del proyecto.
+3000
Asitentes
+20%
Aumento de tráfico a tiendas
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V1.0, September 2021