Fanueil Hall Marketplace

Objective:
Open the first Uniqlo Flagship store in Boston, inside the historic Faneuil Hall Marketplace. Strategy for the young market included a 360 approach utilizing:

• 6 Month Marketing Lead Up including large OOH buy, digital media and direct mail.

• Influencer campaign featuring 17 local influencers, from business owners to celebrities to be featured in all opening market content: Traditional Media/ Mall Media/ Direct Mail / Magazine Insert Booklet/ Paid & Organic Social/ Paid Digital Media/ Email

• Direct and manage talent & photographer for desired social assets/content

• Local Community Partnerships including Boston Red Sox and Boston Magazine’s Best Fest

• Visited Kyoto, Japan, Boston’s Sister City and included Kyoto centric miniatures to feature in store.
 
• Led Opening Day Marketing Events

• Event set up and coordinate with internal and external teams

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Results:
• Achieved collective opening sales at 110% to target through partner collaboration and campaign driven marketing and advertising initiatives

• Realized Digital Media & Traditional Media KPI’s (metrics shown below)

• Community engagement and good will by showcasing respect for local Boston and it’s rich history.