TOTEM ROAD

PR, MEDIA OUTREACH EVENT, SOCIAL & MEDIA SPEND

CHALLENGE
To build excitement for a new Paddington boutique launch while driving conversions to their online store, we crafted an integrated plan across PR, events, social and content to drive awareness of the niche, boutique brand to the local, design-conscious, premium consumer.

SOLUTION
To celebrate the store opening, we built brand awareness with over 200 key contacts during outreach and RSVP activity, while running a tandem social media campaign to drive local visitation and sales.   

The gallery launch night was conceived, planned, and launched with a bang, securing a range of key personalities and influencers in attendance to generate top design and style coverage.

RESULTS
Engaged 30 media, influencer, and stylist RSVPs. Total of 72 attendees on the night including the publications of Vogue Living, Grand Designs Australia, Gritty Pretty, Home Design, Houzz and Home Beautiful, Nova FM, among others.

Coverage earned a reach of over 2.7M people and social saw a cost-per-click average of $0.53.

Tightly targeted media spend to key areas in Sydney, generated a click-through rate of 5.57% and social ad spend contributed to 15.85% total website traffic.

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