Sale launch event, YouTube and TikTok collaborations
The Female Company
- 50+guests at the launch event
- 100%edible all-red menu, down to the chocolate mirror frame
- 20+sponsors sourced for the event
Brief
The Female Company needed a launch for the biggest sale of the year. The idea was an evening that celebrates womanhood, carried by creators on YouTube and TikTok who speak to the community in their own words.
What I did
I planned and ran the launch event: a guest list of more than 50, paparazzi-style content, a DJ set and an all-red menu where everything was edible, down to the chocolate frame of the mirror. I sourced more than 20 sponsors for the evening, among them Herrlich Dining, who filled the goodie bags. Alongside it I cast and managed YouTube and TikTok collaborations, with creators at the event on a paid and affiliate model.
What happened
The sale opened with an event for more than 50 guests and over 20 sponsors. Because creators earned commission through affiliate links, the evening could be measured in sales as well as reach.
An evening in red.
Photos from the launch event: more than 50 guests, a menu where everything was edible, and paparazzi-style content.
- 01
Concept
An evening that celebrates womanhood and opens the sale, with red as the lead colour.
- 02
Guests
More than 50 guests from the brand's community, creators and partners.
- 03
Experience
Paparazzi-style content, a DJ set and a menu where everything was edible.
- 04
Creators & affiliate
YouTube and TikTok collaborations, paid at the event and earning commission on sales.
- Event concept
- Guest list of 50+
- All-red edible menu
- 20+ sponsors
- Talent Sourcing
The situation
The Female Company talks about topics many brands avoid, and its community expects honesty. So the biggest sale of the year opened with an evening that shows what the brand stands for, and the discount code came second.
An evening in red
Red ran through the evening, above all through the menu. Everything on the table was edible, even the frame of the mirror was made of chocolate. A paparazzi-style shoot and a DJ set ran through the night. More than 50 guests came, and I brought on more than 20 sponsors, among them Herrlich Dining, who filled the goodie bags.
Creators who carry it
Around the evening I cast YouTube and TikTok collaborations with creators whose tone already fit the brand. At the event, creators were paid for attending and for the content of the evening, and earned commission on sales through their affiliate links. That tied the evening to revenue, and gave the creators a reason to keep talking about the brand afterwards.
The format is described on the community events page.
Influencer Marketing
Talent sourcing, seeding, paid Instagram and TikTok collaborations and UGC, managed from brief to report.
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