Case Study · 01
The Tiffany Effect
Tiffany Bracelet Campaign
A retail activation that turned a single bracelet into the reason people walked through the door.
Snapshot
Industry
Events & Experiential Marketing
Format
Event + Multi-channel Promotion
Goal
Drive in-person foot traffic to a retail activation
Audience
Global events industry professionals
Deliverables
Event concept support · Landing page copy · Email sequence · Promotional copy · Press release
The Brief
The Challenge
IMEX America is the biggest stage in the events industry, with more than 100+ booths fighting for the same eight seconds of someone's attention while they walk the floor. We needed more than an experience that the traffic would actually stop for, queue for, and remember days later. The brief was simple: make a craft station feel like an experience worth interrupting someone's day for, and make the grand prize (a Tiffany bracelet) the thing that turned a quiet booth visit into a story people told their colleagues.
The Idea
The Angle
Make a memory and a bracelet with us We anchored the entire activation around creation, not consumption. Instead of handing attendees a branded tote and a pitch, we invited them to sit down, build something with their own hands, and walk away with a piece of the brand they'd actually made themselves. The Tiffany bracelet grand prize sat at the top of the funnel (gave them a reason to stop) while the craft experience itself became the reason to stay.
The Execution
What Got Built
Landing Page Copy
The digital front door for the activation — built to explain the experience, build anticipation, and funnel people straight into the pre-event email sequence.
Email Sequence
A pre and post-event campaign that kept the activation top of mind before doors opened, and turned a one-time booth visit into an ongoing relationship after the show ended.
Promotional & Social Copy
Copy across the campaign's pre-event, during-event, and post-event phases, including the social media contest mechanics that turned a simple bracelet photo into genuine competition for the grand prize.
Press Release
Positioning the activation for industry press and InEvent's own audience, framing the booth as more than a marketing stunt but a genuine brand moment at the industry's biggest show.
On-Site Experience
A craft station stocked with beads and custom charms, simple enough to build at speed on a busy show floor, with a dedicated booth assistant on hand to guide first-timers, keep the line moving, and capture the moment on camera.
The Outcome
Roughly 150 people built a bracelet at the booth, turning a single craft station into one of the most consistently busy stops on the show floor across all three days. The social media contest tied to the Tiffany bracelet grand prize did exactly what it was built to do: it gave people a reason to post, tag, and share their creation rather than just walk away with it. Entries rolled in throughout the event, engagement on the contest hashtag outpaced expectations, and the eventual winner walking away with the bracelet gave the campaign its own natural close.
My Role
What I Handled
Landing page copy, the pre and post-event email sequence, promotional and social copy supporting the activation and contest, and the press release announcing the campaign.
Team Credit
The people who brought it to life
This campaign was very much a team effort, and it shows. Full credit to the people who brought it to life alongside me:
- Edmund — Booth graphics & event identity design
- Valentina Castro — Promo materials & campaign identity
- Eames & Maria Eugenia Raulino — Promo, on-site, and highlight video production
- Tracy — Social media copy across the campaign
- Alexandra Vasquez — Email campaign setup & distribution
- Genevieve Balele — Event logistics & production
- Lucas Gavino — Landing page build & testing