Case Study #2
Grand Opening Launch Campaign
Spilling The Tea
Client:
Stephen Kempson London (SKL)
Role:
Marketing Strategist
Creative Strategist Designer
Event Operations
CAMPAIGN OBJECTIVES
Primary Goal: Launch the Women’s Collection and position Stephen Kempson London (SKL) as a destination for custom women’s fashion, while preserving the brand’s intimate, bespoke feel.
Secondary Goal: Build awareness among local women, attract influencers and brand advocates, and strengthen ties with female-founded brands.
INSIGHT + STRATEGY
Insight:
Consumer Mindset:
Positioning Strategy:
Tone + Creative Approach:
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SKL was known for men’s tailoring but had low visibility among local women interested in both retail and custom pieces.
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Style-savvy, community-minded women who value craftsmanship and exclusive experiences.
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Build buzz through a two-part event — a VIP influencer Tea Party to establish credibility, followed by a broader Grand Opening maximizing reach.
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British-inspired storytelling that blends the elegance of tea culture with the intrigue of, the recently released, Bridgerton’s most captivating society/news reports.
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‘Spilling the Tea’ as a narrative device, unveiling exclusive event news, behind-the-scenes, and coveted collection insights.
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A refined yet playful tone, echoing Lady Whistledown’s sharp wit—where every detail is shared with just the right amount of anticipation.
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Seamlessly intertwines heritage with modern femininity, positioning SKL as both timeless and of-the-moment.
CHANNELS + TACTICS
Teaser Campaign:
Event Execution:
Post-Event Amplification:
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Instagram: cryptic “tea-spilling” posts & stories.
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Influencer invites + gifting.
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Email teasers to clients & prospects.
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Co-marketing with local women-owned brands + trunk show participation.
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Event branding, including custom signage, menus, and branded gift bags.
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Phase 1: VIP Tea Party (influencers & loyal clients).
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Phase 2: Grand Opening with trunk shows, refreshments, and immersive shopping.
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Recap content on Instagram & email.
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UGC reposts to extend reach.
PERFORMANCE
Attendance:
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Tea Party: 80% RSVP-to-attendance rate.
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Grand Opening: 200 attendees — exceeding expectations by 100%.
Brand Growth:
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+45% increase in Instagram followers.
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+125% increase in overall reach.
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+435% increase in views.
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+160% boost in engagement rate.
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60+ posts of user-generated content (UGC) from attendees.
Sales Impact:
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Featured female-founded brands collectively generated $20,000 in sales during the Grand Opening weekend.
CROSS-FUNCTIONAL COLLABORATION
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Trunk Show Brands – Co-marketed events & collaborations to expand reach and event awareness.
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Freelance Photographers – Managed event photography, ensuring premium imagery for social media and email updates.
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Catering Partners + Bar Tenders – Curated themed refreshments and snacks reinforcing the event’s elevated British Tea Party theme.
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Leadership (Store Owner, Tailors + Sales Team) – Ensured brand messaging remained consistent across all customer touchpoints, from in-store interactions to digital campaigns.
CREATIVE/DESIGNS
Supporting Content
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Event invitations (digital & printed via Paperless Post).
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Branded collateral: Signage, and product tags incorporating the “Spilling the Tea” theme.
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Social content including teasers, influencer event anticipation, reels, and event recap videos.
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Gift bag design, incorporating female-founded products and brand-aligned inserts.
TOOLS USED
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Adobe Lightroom
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Adobe Photoshop
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Adobe Illustrator
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Canva
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CapCut
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Instagram
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Preview
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Paperless Post
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Constant Contact
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ChatGPT
