First-to-Market Luxury Consignment Pop-Up Targets Detroit for Multi-City Tour

Luxury Garage Sale entrusts Identity’s media and influencer relationships to promote month-long pop-up in Birmingham

Our Approach

Popular luxury consignment boutique, Luxury Garage Sale, sought out Identity to support the company’s first-to-market Metro Detroit pop-up opening in Birmingham. The team increased awareness of the brand in the Southeast Michigan market through targeted media and influencer relations efforts, event planning and charity partnerships.

Identity leveraged local media relationships to secure strategic visibility leading up to the pop-up’s grand opening night. This resulted in a potential online, print and broadcast audience of nearly 20 million with feature stories in Crain’s Detroit Business, The Oakland Press, The Daily Tribune, Neighborhood SEEN Magazine, Birmingham Eccentric, Michigan Chronicle and Haute Is…Magazine, as well as a highly visible Thrifty Thursday TV segment with local station WDIV.

As part of our calculated media and influencer relations strategy, Identity selected 11 well-known Detroit fashion influencers with a combined reach of 83,000 followers to attend and promote the pop-up’s grand opening. These highly influential content creators generated additional visibility for Luxury Garage Sale and shared more than 100 pieces of content across blogs, Facebook, Twitter and Instagram that generated 3,700 social engagements. This lift in visibility translated into a strong increase in followers for the brand on Instagram and fueled social conversations surrounding the Birmingham pop-up.

Identity also secured and coordinated three private parties, two closet clean outs, and one giveaway as part of a charitable event coordinated by the Crohn’s and Colitis Foundation.

What We Did

Identity deployed the following strategies and tactics in order to achieve success:

  • Media Relations & Marketing

    • Media Relations
    • Influencer Marketing
    • Event Activation

Highlights

  • 10media placements secured
  • 20million potential viewers
  • 100+social posts from influencers