2. WHAT WE DO
Real World Social Marketing:
We create “sparks”. These are experiences in the real world,
that inspire people to want to talk and share what happened
Specifically, we:
• Design bespoke events
• Engage influencers
• Influencer seeding
• Blogger outreach & relationship management
• Are experts in on-premise activation in bars,
nightclubs, restaurants, and event spaces
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WHAT SETS US APART
Unique and inspiring ideas
• We dig deep to find the concepts that will influence
perception for our clients
• Our ideas are timely and current.
They are meaningful when it matters
We execute at the highest levels possible
from brief to final activation.
• Nothing is taken for granted
• Our professionalism is unparalleled.
The right relationships. And they are personal.
• Lifestyle mavens – (Stylists, movers and shakers, inspiring people)
• Bloggers and talkers
• Bartenders
4. WHO WE ARE
Karl Franz Williams
– the Guy
Quite simply a
visionary, Karl has
had success in both
brand marketing,
advertising, and as
an entrepreneur.
He has successfully
opened one café
and two craft
cocktail bars – Society Coffee, 67
Orange Street, and the Anchor. He has
worked in Brand Management for big
traditional firms like Procter and Pepsi
and cutting edge Advertising firm Mr.
Youth (MRY Network). He is a noted
mixologist and sought after speaker.
Michael McConnell
– the Know
Mike has an
incredible legacy as
an influencer and
lifestyle guru.
He has advised
various brands in
the Fashion,
Non-profit, Spirits
and Event industry
for close to a decade. He has also won
various event industry awards from the
likes of The International Special Events
Society. He played an integral role in
helping launch the very successful
mobile fundraising platform
Text-to-Pledge® into the non-profit
space, which has helped raise over $35
Million for various charities nationally.
Bali Lambie
– the Operator
Bali makes things
work. She has
extensive event
production
experience with
over 15 years of
dedicated work in
corporate and
social events, brand
promotions, tactical marketing and
sponsorship activation. Through the
years she has worked in all aspects of
the events industry and has been hailed
for her ability to remain calm under
extreme pressure. Her warm and
enthusiastic personality, along with
flawless precision and attention to detail
has also contributed to her success and
client satisfaction.
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WHAT THEY ARE SAYING
“THANK YOU for all of the hard work and collaboration to make MOS
happen today/tonight. We truly appreciate each and every effort to
ensure things came together beautifully”
April Dinwoodie, Divisional Vice President, Brand Communications & Publicity
“…Major kudos to you and the team for pulling together such a tight
plan in such a short time. You literally took the brief and our feedback
and ran with it!!”
Tyler Phillips, Senior Brand Manager, D’USSE Cognac
“Good stuff my man!!”
Matt Britton, CEO MRY Network
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JCPENNEY – MATTERS OF STYLE
VIP INFLUENCER EVENT
Shifting Perception
The jcpenney brand lacked significant brand affinity amongst fashion
forward men in New York City. To build affinity, Good Ice Marketing
targeted fashion and lifestyle bloggers, as well as other influential
New Yorkers, to shift the way they viewed the brand to one of
heritage and style. This group was critical to reach given that they
are known for being early adopters and influencing menswear trends.
With an eye towards creating the conversation, the purpose of the
event was to open the door to greater awareness and appreciation.
10. New State of Menswear
Menswear bloggers and influencers care about the details,
whether it’s the slightly rolled pant cuff, the contrast stitching on a
leather wallet, or the heft of a good overcoat. In order to shift their
perception of jcpenney – it needed to be proven that jcpenny
Matters of Style was about pulling the details together
...so the ultimate Boys Club was designed at the Ace Hotel as a
place where men could explore a new notion of jcpenney in an
aspirational and spirited setting amongst influencer peers.
INSIGHT
Here’s how it was done…
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11. The influencer event showcased that jcpenney pays attention to the details by:
• Collaborating with highly-regarded menswear figures
• Hand delivering invites
• Creating four individually styled rooms at the Ace Hotel
to represent each of the Matters of Style trends
• Thoughtfully curating attendees
THE SET-UP
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12. The influencer event was held at Liberty Hall in the Ace Hotel. Four separate lounges were
created and designed to represent each of the four Matters of Style trends.
PLAY BY PLAY: VENUE AND LOUNGES
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13. Hand-made custom invitations were designed and personally delivered to
65 key influencers, creating immediate buzz across social networks.
PLAY BY PLAY: THE INVITATIONS
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14. Each lounge also had a custom cocktail and food pairing that closely tied to the
theme of the Matters of Style trend.
PLAY BY PLAY: DRINKS & FOOD
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15. A partnership was formed with NYC based menswear blog, Street Etiquette, whose
sartorial style meshed with the contextual direction of jcpenney’s Matters of Style. The
partnership extended the credibility of these highly-respected bloggers to jcpenney,
increasing the authenticity and appeal of the event for other key influencers.
PLAY BY PLAY: CO-COLLABORATORS
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16. The Matters of Style attendees was a who’s who
of New York sartorial influence.
Over 200 tastemakers attended, including:
• Jermaine Hall - Editor in Chief of Vibe Magazine
• Wendell Brown and Nic Screws - Esquire
• Adriaan Zimmerman - Co-Founder of BroBible.com
• John Wiseman and David Pessah - Thrillist.com
• Sian-Pierre - founder of SwaggerNewYork.com
• Edwin Bragg - GQ
• Marcus Samuelsson - Food Network/Restaurateur
• Hyun Kim - founder of LTD Magazine; and
• Representatives from Antenna Magazine,
ABC News, and ESPN
RESULTS: THE INFLUENCERS
Street Etiquette and Friends
From left: Elan Miller (entrepreneur)
Lenny Platt (Actor, One Life To Live)
Naomi Piercey (Men’s Health Girl Next Door)
Sheila Marikar (Journalist, ABC)
Nic Robuck (Actor, One Life To Live)15
17. Troy Brooks, Quality Inspires. Adriaan Zimmerman
Founder, Bro Bible.
Emily Cavalier, Midnight Brunch.
John Wiseman, Thrillist.
Alexis Anderson, Pure Wow.
Jose Mejia, Cool Hunting.
Marisa Zupan, The Significant Other.
Jake Gallagher and Mariah Kunkel,
Quite Continental.
RESULTS: THE INFLUENCERS
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18. RESULTS: BUZZ
The Matters of Style event resulted in a rich conversation across the social web
and expanded the reach of the event beyond the attendees.
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19. RESULTS: BUZZ
Influencers saw each other tweeting about #mattersofstyle and were conversing
about the event, even before it happened.
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RESULTS: BY THE NUMBERS
• Event was covered by ABC News, Guest of a Guest, and fashion & style bloggers
• Reach of the blog posts was over 14,500
• Tweets from influencers reached over 225,000 followers
