Joss & Main

Project Description

Celebrity Curation Events

Objective

Generate visibility around Joss & Main’s celebrity partnerships and curated collections featuring Patti Stanger, Modern Family, Melissa Gorga, Nicholas Sparks and Nichole Richie

Drive visitors and traffic to JossandMain.com

Strategies

Secure interest from top tier broadcast, lifestyle and entertainment outlets to maximize exposure of curated events

Leverage event assets (celebrity home images, Q&A’s, quotes) to entice media

Leverage timely current events relevant to collection launch to garner additional media interest (e.g. Gorga’s home selling, Sparks’ book launch, upcoming holiday season)

Results

Secured 33 pieces of top tier coverage resulting in over 354,235,753 impressions. Media highlights include Bravo TV, Huffington Post, HGTV, Elle Décor, PEOPLE, E! News, TV Guide, Yahoo! TV, USA Today, Entertainment Weekly, Refinery 29, Washington Post and Us Weekly

Patti Stanger collection resulted in being the highest grossing external event to-date

Nicole Richie’s collection was the highest grossing external event to-date earning $305,200 and 742 first time buyers

Total event page views reached over 1,765,621, Sign-ups through dedicated links exceeded 1,000

Project Details

Client: Joss & Main

Tags: Consumer Lifestyle

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