MARKETING A MILESTONE

FAO Schwarz celebrated its 160th Anniversary in 2022, paving the opportunity to generate new excitement for this beloved brand. It also provided a chance to broaden reach among: Gen Z & Gen Alpha; lower socioeconomic demographics; and local New Yorkers.

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Jill Nordquist crafted and executed a massive omnichannel PR & promotional event

to celebrate the milestone.

 

STRATEGY

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Devise a fully integrated marketing plan to: 

— drive national & local (targeted) media relations prior, during, and after the event

— promote the event via paid and organic social media 

— provide limited edition offerings at the event

— offer a full day of programming with entertainment and activities for all ages

— leverage influencer partnerships

 

RESULTS​​

 

Delivered sizable engagement with:

— attendance over 15K, with people lining blocks from 7 AM until 8 PM

— City of New York Proclamation declaring October 8th “FAO SCHWARZ DAY!”

— increased foot traffic (+20%)

— increased total store sales (+20%)

— 198,816,120 media impressions across Social, Online, TV, and Print

— 50% greater social media following within 8 weeks

— new demos and new consumers reached