Event Planning for New Product Launches, Consumer Pop-Ups and More

Your Event Planning Agency in NYC

Bringing Brand Stories to Life with Custom Events That Get People Talking, Writing and Posting About

As a NYC event planning and PR agency, we created the first-ever pop-up store, an around-the-world run, star-studded intimate dinners, virtual product launches and demos and panel discussions with business leaders.

We believe events are a prime opportunity to bring a brand’s story to life. Whether live or virtual, physical or digital, as an event planning agency, we know events can help a brand make a meaningful impression. Live, in-person events provide an intimate opportunity for brand representatives to interact one-on-one with their target audience. From product launch events, to brand launch events, virtual events or live, we create immersive experiences that conveys the essence of brands, shaping relevant stories for editors and influencers and providing personal brand interactions that establish deep connections and endorsements.

Target

A boat in the Manhattan harbor was the setting for retail giant Target’s original pop-up store, which was organized by Kaplow to the surprise and delight of both media and consumers. Throughout our 20-plus year relationship, we’ve helped to position Target as a retail thought leader that delivers great design across a variety of categories, particularly home goods, design accessories and seasonal items. Following the success of the original pop-up, Kaplow supported the creation of Wonderland, Target’s experiential/digital holiday pop-up store in New York City that demonstrated how Target was shaping the future of retail at the intersection of the physical and digital worlds.

Virtual events became a necessity during the COVID-19 pandemic and today, digital events allow brands to connect with an even wider audience than possible with in-person only events. And because so much marketing happens via social media, there is a natural tie-in to promoting virtual events, driving brand discovery and, ultimately, conversion.

Stanley

Stanley's legendary drinkware products have taken over social media, with #stanleytumbler amassing 245M+ views on TikTok; spotted in the hands of influencers, celebs and coined by media as a “must-have, cult-favorite” brand. Consumer insights revealed that once people try Stanley’s products, they fall in love; so Kaplow created Stanley’s first-ever pop-up, the “Day to Night Café,” a splashy and festive holiday environment that brought brand hype IRL for New Yorkers and tourists.

Designed as a revolving space, the pop-up was styled as a chic coffee shop serving beverages in Stanley’s newest cafe collection, and later, transformed into a bespoke bar, with custom cocktails served in Stanley’s new barware collection. Free, buzz-worthy experiences provided hands-on interaction with products, including latte art classes, aura readings that matched consumer personalities to products and floral workshops arranged in Stanley Pints. Media and influencer promotion and on-site presence amplified the event generating WOM, digital and social coverage.

With the line snaking around several New York City blocks, Stanley’s cafe pop-up drew more than 2,000 attendees in one weekend during the busy holiday season and increased brand consideration during the busy holiday shopping season driving:

200%+ increase in site traffic over the weekend compared to the same time YoY

350%+ increase in sales over the weekend compared to the same time YoY

L’Oreal

In the midst of the COVID-19 pandemic, Kaplow hosted a virtual event experience with L’Oreal’s Ralph Lauren Fragrances to celebrate the 20th anniversary of Pink Pony, the brand’s global initiative in the fight against cancer. New York floral designer Lewis Miller instructed media and influencers on creating beautiful floral arrangements inspired by the new ROMANCE Pink Pony Edition fragrance. This event successfully combined a celebratory theme along with a safe and customized experience for participants, fostering a sense of connection that inherently became associated with the brand.

Kaplow is energized by creating engaging, unforgettable moments that attract media and consumers on behalf of our clients’ brands. Creating a meaningful impression, whether in person or online, greatly extends the reach of a brand. These events transcend traditional marketing strategies, opening new possibilities for personal connections with consumers and creative storytelling for media and influencers.

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