CALIAP POPUP
Our company successfully organized and supported the Cailap pop-up, a strategic influencer and consumer-facing campaign aimed at increasing brand visibility and engagement. We led the event organization for the pop-up launch, ensuring smooth planning, execution, and branding alignment. At the opening event there were around 20 key influencers. The pop-up also attracted a steady inflow of retail customers, showcasing success in merging influencer marketing with consumer engagement. This project demonstrates our capabilities in influencer strategy, event production, and driving meaningful connections between brands and target communities.
Marsaana’s input
- Creating the 360 PR and Communications plan around the opening and the pop-up itself
- Planning and executing an influencer event for key influencers at the exclusive opening party
- Conducted influencer scouting, targeting relevant profiles throughout the pop-up period
- Secured a paid collaboration with influencer Liisa Clark, further strengthening brand presence and credibility
- Comprehensive post-campaign reporting
Our approach
Targeted Influencer Strategy
We identified and invited a curated group of family-oriented and outdoor lifestyle influencers whose audiences align with the brand’s core values of functionality, durability, and outdoor living. This strategic selection ensured maximum relevance and engagement across key consumer segments.
Immersive Brand Experience
The event was designed as a hands-on, real-world product experience that naturally integrated the brand into an enjoyable outdoor activity. Beginning at Helsingin Melontakeskus, guests received branded Thermos flasks, snacks, and backpacks—immediately connecting the product with an active lifestyle—before setting off on a kayaking tour around Seurasaari.
Emotional Engagement & Authenticity
By placing the product in an authentic setting and creating a memorable shared adventure, we fostered emotional connection and brand affinity. The calm, nature-focused experience encouraged storytelling and gave influencers meaningful content to share with their audiences.
Maximizing Visibility & PR Value
We ensured strong content output and visibility by supporting influencers with branded assets and a clear narrative. The result was an impressive wave of high-quality, organic content across social platforms and lifestyle media—delivering a PR value of approximately €100,000 and significantly boosting brand awareness in the Finnish market.
Thanks to a comprehensive communication plan we were able to attract both influencers and regular customers to the pop-up store. As a result, relationships between Cailap and influencers deepened, fostering long-term partnerships and enhanced brand awareness among their audiences. We ensured a total around 50 influencers during the full pop-up period, amplifying reach across social media. The central location of the pop-up also raised awareness and interest among retail consumers delivering results both in-store and in the digital environment. Cailap received 125 posts about their brand and products from this project. The earned media value based on 343K reach was €104,200.
