Launching the UK's first pop up shop

Collectible toy brand, Sylvanian Families launched its first pop up shop during the busy Q4 2019 selling period. Located in Soho, the shop created an immersive experience for fans, with diarama displays, exclusive products and a London-themed photobooth.

Our Role

  • Drive awareness of the pop up shop across national and social media
  • Drive footfall for the opening weekend, plus other key milestones e.g. Halloween, Christmas
  • Engage with influencers/vloggers/celebs to generate content
  • Use the shop to attract new fans to the brand

Our Approach

We generated pre-publicity in listings press (e.g. Time Out) and managed exclusive previews for media, influencers and the Sylvanian Families Fan Club.

We drove social engagement via a paid partnership with mumfluencer, Binky Felstead, a digital treasure hunt to reveal the shop’s Soho location, plus video teasers of the interiors and exclusive products.

Our Results

  • 7.5 million reach across press coverage & social content
  • Time Out PR coverage was the second biggest footfall-driver
  • 670.5k reach from Binky Felsead; 237k reach from bespoke social content
  • Opening weekend sales +57% above forecast; after 4 months, sales 17% above forecast