Introducing Global Home Décor Brand West Elm to Over 40 Markets Across the U.S.
Overview & Objectives
Bond is tasked with securing media attendance to grand openings, coordinating media one-on-ones, securing media coverage about the new stores in traditional print, broadcast and online outlets, and engaging with social media influencers and bloggers.
In New Orleans, Atlanta, Los Angeles and other markets, we were responsible for planning in-store, pre-opening parties, which involved partnering with a local nonprofit and developing/managing guest lists. In New Orleans specifically, we also planned and coordinated a separate media dinner.
Additional store opening activities included a sweepstakes exclusive to residents of the new store’s city, offering local customers a chance to win a $2,000 gift card and an invitation to the celebration. Lastly, west elm partnered with a locally-based artist to design a limited-edition tote bag that was presented to the first 300 shoppers with a $50 minimum purchase on opening day.
Results & Impact
In 2017, we connected with west elm customers at a record level, achieving 118.5 million media impressions for all North American NSOs, a 69% increase in impressions per NSO from 2016.
An average of 8 media appointments per NSO generated 118 print, online and broadcast placements in local markets with an average 1M impressions per placement, a 100% increase over 2016.
Setting a goal to enhance long-lead print opportunities in 2017, we saw an increase of over 50% YOY per NSO with a record 5 long-lead print features secured in Phoenix.
The number of attendees at each pre-opening celebration increased by 27%, with West Elm collecting a total of nearly 4,000 RSVPs.