Christmas came early for media and influencer guests who attended Spotlight’s Christmas Craft and Cocktails events in Sydney and Auckland last month.
Thrive was challenged with generating buzz around Spotlight’s 2019 Christmas range and creatively bringing Spotlight’s key Christmas themes to life. Working collaboratively across offices - and seas - Thrive’s Melbourne and Auckland teams developed a strategy to engage two of Spotlight’s key markets by throwing the ultimate festive celebration for lifestyle media and influencers to preview, interact and spread the word about the new range.
In order to solidify Spotlight as the home of creativity and Christmas, Thrive partnered with event hosts, Gemma Patford (AU) and Simone Anderson (NZ), and local suppliers to create an interactive journey through Spotlight’s four festive themes - Traditional, Festive Pop, Glamour Luxe and White Christmas.
The hosts inspired guests to unleash their creativity through two guided DIY projects and experience the new product ranges first-hand, all the while sharing Insta-worthy content, resulting in almost 300 pieces of social coverage.
Following the event, all invitees were followed up with a digital media kit that included additional Christmas DIY projects and information on Spotlight’s Christmas range and key themes. This approach allowed Thrive to continue conversations with editorial decision-makers, already converting multiple pieces of coverage with hero titles such as New Idea, Homes to Love and Practical Parenting and generating a reach of almost 3 million, with still over a month until Christmas.
With media being bombarded with Christmas pitches and event invites, it’s important to take a fresh approach and offer media a unique experience in order to gain cut through. Media feedback confirmed that Spotlight’s Christmas events were a lot more interactive, creative and enjoyable than others hosted by competitor brands.
By providing experiences like these, it ensures a brand remains front-of-mind and Thrive looks forward to continuing to convert Spotlight Christmas coverage in key lifestyle publications as the countdown to Santa’s arrival continues.