You want a what? Where?
In 2017, LOFT was encouraging women to dress the way you feel, for real and wanted to bring the idea to life through some type of activation/stunt that could be seen and shared (read: Instagrammable), and maybe drive some traffic to nearby stores.
We started cooking our idea and here was the recipe:
1 part: SURPRISE (a random, disruptive structure that would appear almost out of no where in 2 different locations)
1 part: DELIGHT (incredible pop-art artist Chris Uphues, who’s art is so colorful that you can’t help but smile)
4 parts: Amazing partners (from permitting, to engineering, to street teams, and even the Pop-Up Florist giving away bouquets, because who doesn’t like receiving flowers?)
1 custom blend of Strategy: a pinch of geo based digital tools, a dash of localization/proximity to stores, a splatter of outreach tools (give aways, coupons, etc.)
Top off with: Call to Action (tag your post with #loveloft and share!)
Mix together with a resourceful Agency Director (moi) and VOILA!
· Posts with #loveloft were up 144% to year prior
· Likes on posts with #loveloft were up 385% to year prior
· Good Vibes wall was consistently in the geo-tag and took over the top content
· Increased traffic to nearby stores
