Maggie Marilyn

The project

How did we launch a ‘Home away from Home’ for leading sustainable fashion & lifestyle brand Maggie Marilyn that would drive awareness and foot traffic to a destination pop-up 1,500 kms away from its brand home? Here’s how…

Our approach

To announce Maggie Marilyn’s ‘Home Away From Home’ and generate publicity that would drive foot traffic to the destination pop-up, we created a series of teaser content featuring founder Maggie Hewitt in Wānaka. The content gave media and consumers an enticing glimpse into the pop-up destination and the collection that would be available exclusively from the Wānaka based brand and retail experience. The content formed the basis of our consumer and media launch to generate awareness and publicity previewing the pop-up experience. To launch the pop-up, we hosted an event with local Central Otago thought-leaders and tastemakers before the store opened to the public. The result? A must-attend event and a sell-out of Maggie Marilyn’s exclusive collection.