THE BRAND’S SINGLE BIGGEST TRAFFIC DRIVER, 2014:
JENNI KAYNE’S Garden Party
SUMMARY
In 2014, Jenni Kayne’s lifestyle blog, Rip+Tan, was driving more traffic than her eponymous lifestyle brand’s website. To maximize traffic and increase conversion, the brand rolled out a content ecosystem designed around summer entertaining. The Garden Party was the first in this series.
Content Strategy
Syndicated Content
Blog
Organic Social
Media Strategy
PR
Creative Briefs
Activations
Influencer Strategy
KEY RESULTS
The activation maximized visibility by inviting Athena Calderone of Eye Swoon to co-host, influencers like Shiva Rose to attend, One Kings Lane to co-brand by contributing product in exchange for cross promotion, and finally batching event content and syndicating it to for further exposure on AOL’s StyleMePretty.com.
After all features were published, this one event drove more traffic to Jenni Kayne’s website than any other single piece of content.
“With the long, warm days and flowers in full bloom, it was the perfect time for fashion designer and entertaining guru Jenni Kayne to host a Los Angeles garden party with It-girl interior designer Athena Calderone.”
“A hint of whimsy, a little spice, and a table full of the most delicious eats you ever did see. This bohemian inspired garden party is hitting the mark in all the right places. Jenni Kayne, popular fashion designer, teamed up with Eye Swoon and the results are loveliness embodied.”
“Peacocks, floral wrist corsages, Jenni Kayne floral pre-fall napkins, terracotta water pitchers, stunning linens and tabletop pieces, baskets and vintage glassware courtesy of One Kings Lane, an insanely delicious and thoughtful meal created with love…HOLY SWOON! I don’t think I could have dreamt up such a feast for the eyes and the bellies!”
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