Vancity Original x Mitchell & Ness: 1,000+ Customers in a Single Pop-Up Day
Vancity Original x Mitchell & Ness: 1,000+ Customers in a Single Pop-Up Day
Services:
Social Media Management
Industry:
DTC streetwear
Timeline
March 2018 to July 2019
Snapshot
1,000+ — customers in a single pop-up day
+4,000 — Instagram followers in 9 months
3 — national outlets covering the drop
The challenge
A Vancouver streetwear label had a licensed Mitchell & Ness Grizzlies collaboration to launch, and one pop-up day to convert years of local nostalgia into queue-length demand.
What I did
Build the campaign around the collaboration's cultural weight rather than the product specs, and use social to make the pop-up itself the event.
The work
Campaign design and social for the collab drop: launch creative, countdown and community activation before the day, and coverage-ready assets that carried into TSN, CBC and Daily Hive pickup.
Stack: Campaign design, social media management, brand collaboration
Demand: 1,000+ customers through a single pop-up day
Audience: +4,000 Instagram followers over 9 months
Coverage: picked up by TSN, CBC and Daily Hive
A collab sells the story before it sells the product. The pop-up was the campaign, not the distribution.
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