KICKS FLAGSHIP STORE OPENING, FALL 2024
Marsaana executed the high-profile launch of KICKS’ new flagship store at Aleksanterinkatu in Helsinki through a fully integrated campaign. The launch included influencer marketing, exclusive events for influencers and media, and a large-scale consumer opening. The goal was to create broad visibility across social media, online platforms, and print media, while building excitement that ensured 1000 consumers lining up at the store on the opening day. Carefully selected influencers, inspiring event content, and targeted media outreach ensured strong presence both online and on-site.
Marsaana’s input
- Creating the 360 PR and Communications plan around the grand opening
- Concept creation for the influencer marketing campaign
- Organizing and coordinating the press event and interviews
- Planning and executing an exclusive influencer event for over 100 invitees
- Planning and executing a large-scale consumer launch event, targeting over 500 attendees
- 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, successful pitching, and strong media relations, KICKS flagship store opening was able to achieve extensive visibility in the Finnish media landscape. The largest media outlets in Helsinki, including Ilta-Sanomat, Iltalehti and Hufvudstadsbladet, covered the opening of the Kicks flagship store. The reach of the press visibility was over 7.5 million readers. Through strategic and carefully conceptualized influencer marketing, Marsaana succeeded in attracting nearly 1,000 consumers to the store on the opening date. The influencer event generated 393 pieces of earned coverage across social media reaching over 840K unique viewers. The earned media value based on 2.2 million impressions was €432,900.
