CASE STUDY: Spark Pretty
Vintage e-tailer goes Brick & Mortar
SPARK PRETTY, a virtual vintage e-tailer specializing in all things from the 80s & 90s including apparel, accessories and toys, first came to us with the concept of taking their online shop into the real world with a pop-up store just in time for the holidays. This came after they headlined the Manhattan Vintage Show with their “90s Forever” exhibit, which was named by VOGUE as a must-shop vendor. The goal was to take the energy of the truly outrageous shop owners, Amanda Dolan & Meagan Colby who met as stylists for one of their fashion icons–Betsey Johnson–and bring their personalities to life through a brick and mortar storefront themed like a teenager’s bedroom from the 90s, complete with shoppable posters, beanbag chairs and bedazzled lava lamps.
AMP3 set out to identify a location and helped SPARK PRETTY to secure a venue in Nolita where they would host their first pop-up for a long-weekend (Thursday-Monday) just in time for the holidays. We put an emphasis on new digital, video and social media coverage to attract a Gen Z and millennial audience using tools like Instagram takeovers and Facebook Live segments to drive awareness. After we secured coverage in key shopping outlets like RACKED, Coveteur, AOL Style and others, neighbors and tourists could not get enough of the experience and were left wanting more. This spring-boarded us into a follow-up pop-up store for the entire month of May–the “Summer Break Edition” which was themed like an MTV Beach House from the 90s. Again, with a longer stay this time, we were able to grab the attention of media outlets ranging from Time Out New York to the New York Times.
Due to the overwhelming success, this led to SPARK PRETTY taking over the space as a permanent brick & mortar location. With a full-time store in place, we were able to grow the SPARK PRETTY brand into a must-see tourist and shopping destination in New York City, with viral coverage including video features with Time Out, Racked, Fashionista, INSIDER Style, Fox 5, Telemundo, Pix 11, Lonely Planet, Buzzfeed, Nylon, Cosmopolitan, and more.
Over 100 Media Placements in online, print, social and broadcast media, resulting in over 3.6 Billion total media impressions
An emphasis on new media coverage from social media editors, including video segments with:
TIME OUT New York which resulted in 87K views, 2.2K likes, 667 shares, and 793 comments on Time Out’s Facebook alone, plus 17.4K views on Instagram
RACKED which resulted in 301K views, 2.1K likes, 784 shares, and 324 comments on RACKED’s Facebook channel, plus 1.4K views on IG
INSIDER Style which resulted in 1.5M views, 5.7K likes, 11,411 shares, and 2.3K comments on Facebook, plus 20.8K on IG and 15.5K views on YouTube
BUZZFEED's Top Knot series - which resulted in 942K views, 14K likes, 15,249 shares, and 4.6K comments
COSMOPOLITAN.com which has an 9.3M reach, and was shared 1.3K times from the website to Facebook
*90% of all Facebook comments above involved users tagging friends and saying they must visit this store the next time they visit NYC
Additional video segments by NY1, Hatched First Look, Fox 5 New York, PIX 11 and MSN
Coverage in Time Out New York, New York Times, Racked, Coveteur, AOL Style, Obsessee, The Culture Trip, Gothamist, Fashionista, Accessories Magazine, INSIDER Style, Fox 5 News, Telemundo, Pix 11, Lonely Planet, Buzzfeed, Cosmopolitan.com, Elite Daily, Hatched, NYCGo & more
SPARK PRETTY went from an online retailer to a permanent brick & mortar location, and has been established as a go-to destination for visitors and locals in New York City
“AMP3 delivers the utmost passion and productivity to their clients. I always feel like my brand is on top of its game when using AMP3 to promote our events. Their professional input mixed with their zest for reaching the ‘it’ factor is the perfect recipe: they have been an instrumental ingredient in our success! AMP3 continues to have their finger on the pulse of what’s trending and relevant in media.” Amanda Dolan, Founder, Spark Pretty