About This Project
Project & Brand Overview
PopUpSummer! advised Array (formerly known as Access79) during the brand’s redesign and relaunch process, providing three main services: strategic positioning, brand partnerships, and IRL holiday activations.
Array is a DTC fine jewelry business that exists to applaud the wins — big & small — of all women. With a try-before-you-buy model, Array designs and manufactures contemporary fine jewelry that can be worn every day and for special occasions for years to come, crafted from quality materials that stand the test of time and wear.
Strategic Positioning
As part of the brand relaunch, PopUpSummer! advised Array on the digital brand presence strategy. We identified growth and retainment strategies through brand partnerships, social media, and influencer relationships. Developing a robust VIP reward program was a primary goal for Array during the relaunch and PopUpSummer! advised Array how to use partnerships, collaborations, and giveaways, both to supplement the VIP program (targeting retainment) as well as elevate the brand profile publicly (targeting growth).
Brand Partnerships
We connected Array with brand partners and sponsors across categories in both the digital and IRL spaces. Brand partners included self-care company Caire Beauty and home lifestyle candle line Merchants of Beauty. Pop-Up sales and marketing event sponsors included Berryshka Gin, Tequila Cabal, and RocketClub, an after-school STEM program.
IRL Activations
PopUpSummer! identified strategic hosts and coordinated two holiday in-home trunk shows, one in Lincoln Park, Chicago hosted by Abigail Zoe Martin and Saira Mohan, sponsored by RocketClub and Berryshka Gin; the other in Tribeca, NYC sponsored by RocketClub and Tequila Cabal and featuring Caire Beauty. Attendees included VIP clients and press guests from WhoWhatWear, Brides, Bustle, and The Zoe Report.
