In July, 2020, PopUp Summer! launched the inaugural event of Pop-Up LIVE, a new platform for digital pop-up experiences. In an effort to pivot the trusted PopUp Summer! Collective Pop-Up business model during the COVID-19 pandemic, the company leveraged live streaming technology on Instagram to connect and engage with an audience both in the Hamptons and beyond.
HamptonsLIVE was hosted by influencer DJ Nicole Rosé over the course of an afternoon, staged from a beautiful Hamptons garden and pool setting. The event featured 15 live designers and brands in the apparel, accessory, skincare, and beverage categories, including Sarah Flint, Immunocologie, and Pomp & Whimsy among others, while shoppers logged on via Instagram Live. To help create the event, PopUp Summer! tapped Andrea Seemayer, Founder & Designer of the label A.Lynn to lead the creative direction and help curate and execute the hybrid pop-up experience.
Publicity for the event reached over 300K people via participating brands’ social media accounts, press placements, and newsletters. The hashtag #HamptonsLIVE received over 1,000 interactions leading up to, during, and after the event.
Through VIP tickets, HamptonsLIVE supported two charity partners — The Retreat and Campaign Zero. VIP guests received limited-edition HamptonsLIVE gift bags with hand-selected products and discount offerings from each participating brand.
HamptonsLIVE garnered influencer placement on Social Media, Blogs, newsletters and Podcasts. The Instagram accounts of DJ Nicole Rosé, Dune Road Lifestyle, We Gave What, and Paddle Diva featured the event. The Hamptons blog stacyknows.com and the podcast Out East Vibes also promoted HamptonsLIVE. Newsletters from PopUp Summer!, A.Lynn, Paddle Diva, and Stacy Knows also reached upwards of 15K subscribers.
“Thanks again for having me and to you and your team for making this a seamless experience. Also huge THANK YOU AND KUDOS to you for pioneering this new type of activation, it was such a great experience to explore a new way to connect with consumers virtually in an event setting. I look forward to seeing what’s to come next from PopUpSummer .”
—Ava Ghiotti, Founder, Merchants of Beauty
“Thank you so much for the recap, learnings and select photos from HamptonsLIVE. It was so awesome being around other women-owned start-ups on such a gorgeous day. And I’m so happy we got to introduce Nomadica to such a great group!”
—Rebecca Robinson, Head of Sales, Nomadica Wine
“Thank you Susan! What a lovely event to be a part of. I was so jealous of those of you enjoying the lovely setting, and shopping the fine wares. Thank you again for thinking of us, and helping to spread the word about our brand, as well as sharing insights from the event.”
—Vanessa Urian, Co-founder, Pomp & Whimsy