How to promote a store opening with queues starting at 5 AM?

We designed and implemented a 360 campaign, thanks to which customers queued outside Galeria Krakowska from 5:00 AM until the end of the opening day.

• We defined the campaign’s tone of voice for all activities. We created a consistent creative concept based on communication trends that matched Victoria’s Secret’s unique brand features.
• We launched the campaign a month before the opening, concentrating the main promotional activities in the period 7 days before and after the boutique’s opening in Galeria Krakowska.
• We leveraged the potential of local influencers and UGC creators. We invited many recognizable names to collaborate, including Faustyna “Fausti” Fugińska (a member of the Genzie crew).

Channels and content covered by the campaign:

• Outdoor: Billboards and citylights at key points across the city.
• Digital: Primarily advertising campaigns in Meta Ads and TikTok Ads using FOOH (Fake Out of Home) techniques, influencer marketing, and activities using UGC (User Generated Content).
• Media relations: 33 press releases in local online media and 20 publications on local media social media channels. Local media representatives were also present at the opening.
• Radio advertising: On Radio Eska, as well as digital advertising in Krakow’s public transport spaces (MPK, Koleje Małopolskie).
• Pre-Opening Day: An exclusive event for influencers before the official boutique opening: scenography, catering, invitations, sleepwear personalization, video production, and a photo shoot.