PROJECT: 'Sneakervest' is a retail pop-up marketing initiative at the annual Sneakerness event in Milan
SNEAKERVESTS AT SNEAKERNESS
Two days, hundreds of sneakerheads and a space with alternative brands like Letasca making unique statements.
#SNEAKERVEST - launched at Sneakerness Milan in Oct 2019.
The #sneakervest was launched as a customisable E-Vest, inspired by the hottest kicks of the season (in terms of colours, fabrics and overall appeal). The project involved sneakerheads at the event, asking them to digitally customize their own #sneakervest by choosing a unique colorway for individual elements of the vest, and match it to their shoes.
It was presented at an industrially designed pop-up, using a utilitarian approach to racks and stands, where the brand identity and message rang clear throughout the event.
With a goal to create brand awareness amidst a new target audience, the sneakervest temporary website that allowed users to colour customise 2 types of vests to look like their sneakers, generated 1000 sessions in over 2 days. Source of traffic was both direct from the live pop-up as well as through social media stories on Letasca's Instagram profile
Sales made: in double digit numbers
Visits to showroom within 7 days, from contacts acquired at event: approximately 20+