Show Notes
The Space NK Miami trip went viral and this week we discussed everything that happened behind the scenes.
In this episode of Ladies Who Launch, Rochelle sits down with Jini Sanassy, Head of PR at Space NK, to unpack the influencer marketing strategy that turned one brand trip into one of the most-talked-about campaigns of the year. From the first mood board to the final metric, Jini reveals exactly how Space NK built an experience rooted in community, inclusivity, and creator relationships that actually convert.
In this episode, we cover: How Space NK planned and executed the viral Miami Summer Trip Building the perfect guestlist Selecting and integrating brand partnerships Myth-busting the influencer trip rumors Measurement and impact metrics
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CHAPTERS 00:00 The Space NK Miami Trip That Went Viral 01:59 Setting Campaign Goals 03:26 Selecting The Guest List 07:41 Myth Busting The Trip 10:01 Partner Brands And Activations 17:00 Creative Freedom Vs KPIs 24:30 Measuring Success With EMV 28:58 EMV Vs Sales 30:07 Top Brands And Halo Moments 31:28 Addressing Media Backlash 33:52 Space NK’s PR Team 37:00 Next Years Campaign Plans 43:14 Beauty Is Democratic 48:12 What To Repeat & Refine 50:44 PR Campaign Do’s & Don’ts
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