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The Men's Shop Tour | Fall '23 + Spring '24
Project Type
Experiential Activation, Integrated Marketing, Sponsorship Strategy, Brand Awareness, Pop-Up
Date
Fall 2023, Spring 2024
Role
Brand Strategy, Implementation, Media Relations, Social Media and Influencer Integration, Channel Activation, Agency Management, Analytics and Reporting, Executive Pitch
Client
Bath & Body Works, melt
Multi-City Experiential Marketing Tour: Sports Sponsorship & Men’s Category Growth
Category: Experiential Activations, Integrated Marketing, Sponsorship Strategy, Brand Awareness
Client: Bath & Body Works & melt
The Brief:
To accelerate awareness and growth in the Men’s category, the brand needed a bold, culturally relevant activation that could connect with male consumers on their turf — through sports, live experiences and trusted athlete voices.
The Approach:
I led the strategic development and integrated marketing execution of the brand’s first-ever experiential activation tour — a high-impact, multi-city pop-up campaign at premier NBA, NFL, NCAA football and basketball games nationwide.
We activated custom on-site brand experiences that engaged fans directly and reinforced category leadership in the men’s grooming space. Strategic partnerships with elite athletes, including Christian McCaffrey, Justin Jefferson, Tyrese Haliburton, and Nick Bosa, amplified the campaign across social and earned media channels. We also partnered with emerging NIL talent to deepen relevance among Gen Z audiences.
The Results:
Drove +10% lift in Men’s category sales in key tour markets
Delivered 560% ROI on sponsorship spend, generating $2M+ in earned media value using just 25% of the overall tour budget
Reached 7.5M+ impressions through athlete partnerships and influencer content
Campaign momentum contributed to the brand being named #1 in male cosmetics globally by Time Magazine’s World’s Best Brands—with a perfect score of 100
