Online fashion label Petal & Pup took its summer collection offline last weekend with a takeover of Bondi gelateria Luca & Luca, using the activation to capture customer data and push foot traffic back to its online store.
The Brisbane-headquartered brand, owned by global fashion group a.k.a. Brands, worked with brand activation agency Curious Nation on the event, which combined PR, influencer and customer experiences.
Guests entered via a QR code that fed them directly into Petal & Pup’s customer database, giving the brand first-party data from the event. Further QR codes placed beside the summer range on display linked shoppers straight to its online storefront.
The venue was styled in the brand’s pastel palette, and attendees received complimentary gelato in three custom Petal & Pup flavours.
“Our customers primarily discover and shop with us online, so we loved the opportunity to connect with them in person,” Petal & Pup president Victoria Estella Perry said.
Curious Nation managing partner Steph Babin said the brief was to create a hero PR and social moment for the brand while meeting key commercial objectives, with the digital integrations designed to convert awareness into measurable action.
The activation is the second Curious Nation has run for Petal & Pup, following its ‘Passport to Summer’ event for the brand last November.