Turning a store opening into a conversation starter
The goal wasn’t just to open a store. It was to spark a conversation and get national press, local influencers, content creators, and movers and shakers buzzing. The focus was on staying true to Marie-Stella-Maris’s values of luxury, sustainability, design, and a deep love for their Enjoy. Refill. Contribute. philosophy. With the launch of their first Belgian store, their new fragrances, and the innovative circular refill station, Marie-Stella-Maris didn’t just open a store. They ignited a movement and turned sustainable luxury into a conversation, bringing everyone into the #refillution.
When life gives you lemons, make No.09 Lemon Notes.
When timing is king, adaptability is the kingdom
With the help of oona, Marie-Stella-Maris’s publishing strategy focused on being proactive and adaptable despite the challenges of limited and fragmented information. The formula? Start early, keep focus & think collaboratively. Optimizing the available information ensured that every message stayed relevant and impactful, even as new details emerged. A pitch wish list was created, carefully selecting key journalists and media outlets, with messaging tailored to resonate with each audience. Flexibility played a crucial role, adapting the approach as needed to keep press momentum going.
Smells like team spirit
The Belgian launch of MSM was a total game-changer. With over 2.8M in reach and €175K in EMV, the project had an ROI of x10. The campaign led to 32 clippings, 20 journalists at the launch, and 60 influencers jumping on board.
