As a stance against consumerism, DECIEM said goodbye to Black Friday. Rather than pushing a flash sale, we removed the products from our shelves and opened up our doors for a day of product-free programming with local artists to encourage connections over transactions.
As a stance against consumerism, DECIEM said buh-bye to Black Friday. Rather than pushing a flash sale, we removed the products from our shelves and opened up our doors for a day of product-free programming with local artists to encourage connections over transactions. This experiential brand moment was dreamed up and executed by my team and myself in New York, London, Edinburgh, Toronto, Vancouver, Melbourne and Seoul. We offered our community flower arranging workshops, live painting, embroidery workshops, live music and watercolour painting workshops. No purchase necessary.
By The Numbers:
• +14,751 increase in social interactions compared to the previous week (event UGC, comments, likes, etc)
•1500+ Evenbrite signups in advance of the events
•2 blocks - the lineup outside of our London Commercial St store for the flower arranging workshop for the entirety of the event (in the rain!)
•12 stores - retail stores participating globally