Ollie Quinn, an independent Canadian-based eyewear company, was looking to make its foray into the United States and chose Seattle’s trendy Capitol Hill neighborhood as its launch market. Ollie Quinn engaged Curator to create a dynamic launch experience that reflected its brand attributes, maximize exposure with the right crowd of local influencers, and educate consumers about Ollie Quinn’s approach to modern, locally-inspired design, collaboration within the community, carefully sourced materials, fair pricing and inclusive experiences.
We developed a launch strategy that positioned Ollie Quinn as a top player in the local consumer fashion and accessories category. By executing a grand opening campaign that won the hearts and minds of key influencers and local tastemakers, Curator created awareness among consumers and the local community, and encouraged them to experience Ollie Quinn for themselves.
We also connected Ollie Quinn with an intentional set of local social media influencers and tastemakers to ignite conversation during the week of the grand opening event to expand around the idea of #CreateYourOwnVision, a hashtag already living on Ollie Quinn’s owned properties. Seattle is a city that thrives on individuality and this extension was designed to give a snapshot into the personal brands and unique visions of a diverse set of stylish and talented Seattleites: From fashionistas to stylish moms, creatives and everyday adventure enthusiasts who appreciate modernity, a passion for design and craftsmanship, and affordable luxuries. To take it a step further, we embarked on paid relationships with these influencers and asked that they chronicle (on Instagram) their approach to creating their personal brands, of course while wearing Ollie Quinn, as well as host #CreateYourOwnVision contests for followers.
For the store’s grand opening, we kicked up the fanfare by partnering with some of Seattle’s favorite brands for an influencer party to welcome Ollie Quinn to the neighborhood. The event was attended by approximately 50 of Seattle’s top fashion and lifestyle bloggers and influencers, who thoroughly enjoyed an evening of sips, photos and fun. Additionally, we secured more than 160 social media posts from our paid partners and influencers at the event that garnered nearly 3.1 million impressions, secured blog posts, as well as traditional media coverage in trade and lifestyle publications, that totaled 8.8 million media impressions, and created lasting community and influencer partnerships that continue to be leveraged by Ollie Quinn.
This is the fourth post in our spring series on influencer marketing. If you missed our earlier posts, take a read for a crash course in influencer marketing, using Instagram to connect with audiences and the power of blog ambassadors.