/ SOCIAL MEDIA CASE STUDY

AWAY NEWBURY ST. OPENING

Wave began work with Away, the upscale luggage brand, in August 2023 in preparation for the November 2023 grand opening weekend of its newest retail store in Boston, MA, on the city’s famed and fashionable Newbury Street.

In addition to traditional media relations outreach, Wave conceptualized and executed multiple strategic activations that were tailored to connect with the Boston community:

  • Commissioned local artist, Kinsey Hotchkiss, to create an original illustration for a New Store Opening (NSO) Postcard
  • Organized and oversaw street teams to distribute 3,000 NSO postcards across four days within the store’s direct and nearby neighborhoods
  • Proposed & collaborated with Meet Boston (formerly Greater Boston Convention & Visitors Bureau) to create a guide to the city, which was shared on Away’s Instagram account 
  • Curated three “Snack & Shop” events (including securing food & beverage partners) to targeted demographics. Secured three “hosts” for these events: HerCampus, NBC Boston “The Hub Today” Co-Host Anna Rossi, and @GirlFriendsBoston
  • Coordinated & hosted a VIP Influencer & Media Preview event for 50+ guests Oversaw execution, from florals to food & beverage for evening
  • For “Snack & Shop” & VIP Preview events, sourced and assembled 100 gift bags featuring Boston-based brands/products
  • Secured giveaway with the Boston Globe’s B-Side vertical (Newsletter & Instagram features) 
  • Secured and managed relationship with non-profit beneficiary partner, Quest Adventures. From November 10th-12th, 100% of purchases (up to $10,000) benefited the Boston-based organization that works with Boston Public School students

RESULTS

Featured in: Boston.com, Boston Business Journal, Boston magazine (February 2024), Boston Common magazine (April 2024)

  • Online articles totaling 16M+ UVPM

VIP Influencer & Media Preview Event

  • Total Pieces of Content Shared: 82, across Instagram & TikTok
  • Est. Social Media Accounts Reached: 2.8M+

34 Social Media mentions (in addition to VIP Influencer + Media Preview Event)

  • Est. Social Media Accounts Reached: 4M+

Store team noted significant increased sales during grand opening weekend of November 8th-12th; the store softly opened on October 27th

700+ Entrants to B-Side Giveaway

Donation goal of $10,000 for Quest Adventures was met within first two days of weekend

© WAVE COLLECTIVE