Coco Joy Store Launch Event

Challenge

To launch Coco Joy’s first retail store at the iconic Westfield Bondi Junction ahead of the spring buying season.

Solution

Heard was tasked with conducting a store launch with minimal trading impact at maximum trading capacity, so devised a rolling format that gave journalists intimate interviews with key Coco Joy staff. Journalists and influencers were carefully selected to build Coco Joy’s reputation in a highly targeted demographic. Lavish media gifts were devised within a strict budget, allowing media to try Coco Joy products at their convenience.

Results

  • Raised Coco Joy’s profile with invited media and situated strong editorial coverage
  • Provided media with the complete Coco Joy experience, positioning the brand as a lifestyle
  • Utilised the media event to gain coverage and exposure for the store and increase traffic
  • Gave media an opportunity to sample the product and talk to key brand spokespeople to better understand the brand and its values
  • 11 articles across key target publications, including Delicious, Australia’s most read food publication
  • Total reader impressions of more than 1,000,000
  • Effective event management resulting in substantial ROI for Coco Joy