case study

Sunglass hut

“Shades and Shine” Pop-Up Event: Engagement Through Strategic Partnerships.

Screenshot 2024-11-13 193738

Overview

Sunglass Hut, a global leader in eyewear, is celebrated for its premium selection of stylish sunglasses and commitment to community engagement. With a brand ethos rooted in high style and cultural resonance, Sunglass Hut enlisted First and Last PR to manage all aspects of public relations, influencer management, event production, graphic design and strategy for its first ever Shades and Shine pop-up event.  

Practice Areas

  • Event Strategy, Management and Coordination
  • Influencer Partnerships
  • Brand Strategy and Community Engagement
  • Media Relations and Press Outreach
  • Creative Content Production
  • Graphic Design
  • Spokesperson Training

    • Organic Social Media Placements
    1
    Audience followers
    10 M
    National and Regional Press release Outlets
    10

    our
    
approach

    First and Last PR developed a comprehensive plan that combined strategic partnerships, targeted press outreach, and experiential elements during this in-store pop-up event: 

    • Partnered with influential Howard University alumni and culturally resonant brands to align with the event’s homecoming theme. 
    • Coordinated with top-tier influencers and media for robust attendance and coverage. 
    • Designed branded print and digital assets for cohesive visual storytelling. 
    • Curated exclusive product trial opportunities and promotions to create a unique shopping experience. 
    • Ensured the seamless execution of all event elements, including music, refreshments, and content capture. 

    The 
challenge

    01

    Leveraging the Popularity of Pop-Up Events  

    As pop-up events continue to rise in popularity, they have become a powerful way for brands to engage communities and create meaningful connections. Sunglass Hut seized this opportunity during Howard University’s 100th homecoming anniversary to connect with the vibrant Washington, D.C. community. 

    The event served as a platform to enhance brand visibility and foster relationships with local consumers, Howard alumni, and influential figures in the area. By focusing on cultural resonance and community involvement, the pop-up created a memorable experience that celebrated both the milestone and Sunglass Hut’s commitment to inclusivity and sophistication. This dynamic format proved to be the ideal way to leave a lasting impression and build deeper connections with the community.

    OUR 

strategies

    01

    Engagement Through Strategic Partnerships 

    Sunglass Hut collaborated with beauty and style expert Blake Newby to host and promote the event, leveraging her authentic voice and trusted presence to elevate the experience. The inclusion of The Lip Bar’s HBCU Lip Gloss Collection for product trials and gifts added a layer of cultural relevance and appeal, further enhancing the event’s impact.

    02

    Press and Media Activation 

    A targeted press release strategy was deployed to reach top media outlets, amplifying event visibility and generating excitement. These media mentions broadened awareness of the event and highlighted Sunglass Hut’s commitment to community-focused initiatives, strengthening its presence within the target market. 

    03

    Building Authentic Connections with Influencers 

    Top influencers were invited to the pop-up event to amplify its reach and impact. Their presence extended visibility, fostered trust, and built credibility among their engaged audiences. A cohesive brand experience ensured influencers felt personally connected to the event, encouraging organic content creation and meaningful, long-term collaborations that elevated the event’s success. 

    04

    Brand Cohesion Across All Touchpoints 

    Visually cohesive graphics and signage were designed for every aspect of the event, including in-store video campaigns, digital invitations, outdoor signage, and more. These elements aligned with Sunglass Hut’s global branding and retail design, creating a seamless attendee experience and reinforcing the brand’s identity across all touchpoints.

    05

    Product Discovery, Feedback, and Relationship Building 

    The event provided an interactive space where style influencers could engage directly with Sunglass Hut and explore its latest styles. This two-way dialogue fostered meaningful connections, allowed influencers to share valuable feedback, and shaped future product development and marketing strategies. By prioritizing personalized interactions in an inviting atmosphere, the event solidified relationships and laid the groundwork for lasting partnerships. 

    our
    
results

    High Engagement and Attendance
    Strategic pre-event planning, including targeted PR efforts and social media promotion, generated strong interest, quickly filling RSVPs to capacity and creating a waitlist. An engaged mix of influencers, media and consumers resulted in more than 160 organic social media placements, reaching an audience of over 6.8 million followers.
    Extensive Media Reach
    The event press release reached over 217 national and regional outlets, with a total UVM (Unique Visitors per Month) of 798 million, resulting in coverage on platforms like Yahoo! Finance, Washingtonian, and The PR Net.
    Positive Community Feedback
    Guests praised the event’s welcoming atmosphere, culturally relevant partnerships, and engaging brand experience, sparking significant buzz on social media. Organic mentions and posts from attendees amplified the event’s reach, further solidifying Sunglass Hut’s connection with the community and showcasing the brand’s ability to create meaningful, shareable moments.

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