Glue

To celebrate the opening of Glue’s flagship store at Emporium Melbourne, we executed a launch strategy aimed at generating awareness and excitement. This was achieved through strategic influencer and media activations across the pre-launch, launch, and post-launch phases.

PRE-STORE ACTIVITY

In the lead-up to the opening, Portobello PR launched a customer engagement campaign across Glue’s social channels, offering consumers the chance to win exclusive loopback boxes. The initiative was designed to retain loyal customers from the previous store location while driving foot traffic to the new Emporium Melbourne flagship. Each prize pack featured hero products from Glue, alongside contributions from OUAI, Summer Fridays, and Crocs - facilitated by Portobello. Simultaneously, a pre-store opening press strategy was implemented to secure media coverage aligned with the launch date.

LAUNCH DATE ACTIVITY

To celebrate the opening, a range of in-store activations took place across two days, including:

• A live DJ set by @djcrystalcartier

• A bag charm workshop hosted by @kitiyapalaslas

• Complimentary branded matchas and mini pastries for the first 100 guests

• An interactive in-store photobooth

• In-Store influencer appointments

POST-STORE OPENING ACTIVITY

To sustain buzz following the launch, we executed a radio giveaway partnership with Nova100 providing 5x $200 vouchers in exchange for on-air radio credits driving traffic to the new store. We also saw content go live with our paid influencer partnerships, Ariana Tapsell and Mick Maio

Throughout the first week, we hosted 12 influencer appointments , with top attendees including Morgan Waterhouse, Georgia Hayes, and Bernad Ngendakumana. During the first week alone, we secured 43 pieces of digital and social media coverage, generating 3.5M impressions.