To increase brand awareness and introduce Eleni & Chris to consumers on the Swedish market, the brand opened a pop-up in central Stockholm. The pop-up was located in one of the most tourist and consumer-trafficked areas in Stockholm, Åhléns City – Sweden’s largest department store. To optimize and maximize the outcome of this, VASS coordinated personal styling sessions in the pop-up for selected influencers. On four occasions, VASS organically invited influencers to the Eleni & Chris pop-up to receive an in-depth and personal consultation while one of Eleni & Chris’ top stylists styled their hair. The influencers had the opportunity to ask questions about their hair and how they should take care of it, both in terms of styling and hair care. The conversation was intimate and educational, and very much appreciated by all profiles who also received a personalized goodie bag and a beautiful bouquet of flowers to bring back home.
This resulted in high-quality coverage on social media and increased brand awareness, as well as curiosity among consumers who were drawn to the pop-up to learn more about the brand.