Dewberry Relaunch Event

01 — Project details

Dewberry, a nostalgic scent in the range, was being relaunched to both existing customers and a new generation of shoppers. My role was to support the in‑store relaunch event with a focus on boosting sign‑ups, shaping content ideas, managing influencers, and hosting customers on the day, including product education and basket‑building.

02 — Creative process

For this relaunch, my first priority was getting the right people in the room. When I saw Eventbrite sign‑ups were low, I created a simple in‑store push by printing QR codes and personally handing them out to customers during the week, explaining what the event was about. I then focused on content and influencers, developing ideas that would feel nostalgic for existing customers but fresh to a younger audience. On the day, I hosted the front table, walking guests through the Dewberry range, explaining how to use each product and answering questions to help them build baskets that made sense for their routines.

03 — Results

By adding the in‑store QR code push, we turned a low‑signup event into a well‑attended relaunch. Sign‑ups went from 8 to 46 (out of a max of 50) after handing out QR codes in store. On the day, we generated £800 in sales, and in the first week after the event our average daily footfall increased by around 100 customers. The event would not have had the same impact without this extra step to drive sign‑ups.