What separates an “influencer program” from a “community”? In Q4 ‘22, I was given the objective to drive brand awareness and collection demand, focused on using Influencer tactics. The budget I was given would support the typical cost of one infeed obligation, from an influencer.

Instead, I saw this as an opportunity for FP’s influencer network to deepen connections with not only the brand itself, but with each other, emphasizing the brand’s core values of “authenticity” and “spirit”.

In support of the Q4 Brand Marketing initiative, I produced a private, branded dinner at ‘Vinegar Hill House’ in Brooklyn, where guests were invited to celebrate “Friendsgiving with Free People”. I led the design and execution of the experience, from decor and print materials, booking vendors, the styling of the guests and a comprehensive content capture strategy.

All twelve attendees posted organically from the event and tagged the brand, excited to share authentic moments with old and new friends. The event drove about 600 new followers and was a top demand and engagement driver for the brand’s social content in Q4.