Alyssa D. Benjamin

EFxINSIDE OUT

DATE: NOVEMBER 12 2015

On behalf of EILEEN FISHER, Alyssa co-produced an event to increase brand awareness by inviting millennials, who wouldn’t typically shop at EF, to experience EILEEN FISHER like they never had before. With 200 people in attendance, the event exceeded the brand's profitability goals and increased brand awareness amongst the millennial demographic.

MARKETING STRATEGY: The event strategy tested the power of employees serving as brand champions. They tapped into their networks of family and friends, using only word-of-mouth and social media to spread the word.

EFxInsideOut highlighted EF's leadership practices, company values, sustainability efforts, and quality, timeless fabrics. The front space at the EILEEN FISHER soho store was transformed into a gallery, featuring EF's most iconic silhouettes and Icon Collection (pieces from the design archive brought back to life). A curated selection of one-of-a-kind samples were also available for purchase, as well as vintage EF garments, sold at a discount as part of the company's take back program. A side room was transformed into the sustainability space, featuring a streaming video of EF's Peru Chronicles as well as facts and stats sharing the progress behind EF's sustainability goals.

PARTNERSHIPS: Alyssa partnered with influencers either and (formerly LOCAL CREATIVE) to co-host the event, with signature cocktails by Laura Silverman of Glutton For Life and The Outside Institute, ginger macarons and espresso tarts by vegan, gluten free baker Lael Cakes, wine by Macari Vineyards, and flowers by Elena Seegers of botanical creative agency, Le Flueriste.