How do you impress beauty bloggers who are accustomed to being wined-and-dined at fancy events all over the world? Our top event planners, Alexandra Wilke and Luisa Gerke, handled everything from sending out blogger invitations, finding the perfect space, working with caterers, all while also ensuring that everything ran without hiccups. So we asked them to identify the rules for putting together such an event, and their tips for making sure it was a party worth remembering.
- The location needs to have appeal. It helps to have Europe’s most exciting city – Berlin – as your home base.
- We wanted to ignore the usual “success factors“ of a beauty blogger event, such as cupcakes, cake pops and balloons.
- We needed to create an authentic Berlin experience by mixing your brand with local companies that complemented its story.
For the cosmetics company NYX, the launch of their Fall 2015 collection in Germany was a highly anticipated event, especially for beauty junkies and bloggers.
We aspired to create an event for bloggers that told the story of Los Angeles-based NYX, while also infusing it with Berlin’s unique style. The experience that not only limited to showcasing the latest makeup trends and products, but also included an art gallery, a wine bar and some of Berlin’s best sushi. Nearly two dozen established German beauty bloggers enjoyed an afternoon with us in Prenzlauer Berg, where we treated them to the full Berlin experience. Some highlights:
A wine bar presented by the Mainz-based startup GEILE WEINE: They are the digital wine rack for Generation Y, the first online shop in Germany that brings the wine-trade into the digital age, focusing on the needs of a younger generation. For the event they offered some of their finest selections.
Sushi delivered by Foodora: Foodora is a Berlin-based company working together with local premium restaurants, which normally don’t offer delivery, to bring gourmet food direct to the customer’s doorstep. For the blogger event we chose a mix of vegan and conventional sushi.
The seen.by art gallery: In the seen.by online shop users can discover and shop pictures from renown artists, professional photographers and emerging talents. They sponsored a colorful art gallery for help the bloggers find inspiration for new looks during the event.
NYX makeup booths: The invited bloggers had the chance to try all the new colors of the NYX fall collection and have it applied by professional makeup artists.
Photo and video booths: Of course you want to take a picture of your new makeover, which is why we opened up a photo booth where the bloggers were set in the right light to show off their new beautiful makeup.
Fazit: The NYX blogger event was not only a great way for the cosmetics company to amplify their brand through storytelling, but also for the upcoming brands to get the chance to get in touch with top-notch influencers and present themselves in a new and unfamiliar environment.
Bonus: our agency photographer Maks Ciechanowski was on hand for the event. We included some extras from his portfolio below.
