projects

OPENING OF FOREVER 21

Opening campaign

Big opening in Portugal

Forever 21 was about to arrive to Portugal, and aimed to have an impact on Portuguese youth from the first minute onwards. The challenge was simple: to communicate the inauguration of their first store, generating buzz around the brand and insuring that people would come for the big opening.

deliverables

Creative Concept
Communication Strategy
Digital PR
Social Media

#F21PORTUGAL

In order to communicate the big opening, especially to young consumers, we wanted to show the brand’s adaptability to different interests and lifestyle- a brand able to wear different personalities. Being Fashion a creative area, where graphic content is extremely relevant, we invited 6 top Portuguese instagrammers from different creative areas – Fashion, Design, Photography, Illustration – and we challenged them to wear their different personalities, creating their own lookbooks.

Digital PR.

We created several communication moments, to ensure media attention and increase the fans’ curiosity. We developed an influencer marketing strategy, supported by media relations and paid media, challenging our instagrammers to create an online storytelling that inspired their followers.

Pre-Event.

We also invited Portuguese celebrities and journalists for a preview of the event, where they could get to know first-hand the brand and its news.We created a social media page for the event and we launched the official hashtag #f21portugal.

Online and offline buzz.

Simultaneously, and besides an online media campaign, we promoted the big opening in 20 bus stops, 36 digital advertising signs, 5 live copies and 52 radio spots.

Big opening .

The big opening was of massive success, with millions of fans showing up several hours before the opening of the store. Our influencers were also present, interacting with all of them.

Forever 21’s big opening in Portugal was amongst the best ones in Europe.

The concept created for the opening campaign and all the communication strategy created by Lift were of an enormous success, with impressive results even when in comparison to other openings in Europe.

2K

Confirm their presence
through the event’s page

6K

Showed interest in going to the inauguration
Forever 21’s big opening in Portugal
was amongst the best ones in Europe

190

Celebrities, journalists
and fashion bloggers
went to the pre-opening

4K

People queuing before 11h
on the day of the big opening

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