Client
Year
2023
Deliverables
- Event Management
- Influencer Relations
- Media Relations
- On-site Support
- Video & Photography
Situation
Long-standing Franco client The Salvation Army Southeastern Michigan Adult Rehabilitation Center (ARC) partnered with Franco to support the grand opening of its newly renovated boutique thrift store in downtown Detroit, “Sally’s on Fort.”
The Salvation Army ARC has 29 thrift store locations across southeastern Michigan. Over the last several months, the nonprofit has moved its existing Detroit store down the street into a newly renovated boutique space attached to its Adult Rehabilitation Center on Fort Street.
Franco was tasked with generating awareness and excitement surrounding the new boutique’s grand opening on April 1.
Approach & Tactics
To build awareness leading up to the grand opening, we organized an exclusive preview event for metro Detroit media and social media influencers. The event served as an opportunity for this group to experience shopping at Sally’s on Fort, with access to untouched merchandise before the store opened to the public.
Franco coordinated with local media contacts in advance to arrange interviews on the day of the preview event about the upcoming store opening. We also conducted outreach to Detroit-area thrifting and fashion influencers to help them understand the curated thrifting experience that’s associated with a “boutique” store format to encourage their attendance and sharing of their experience on their social media channels or blogs.
With Franco’s media relations and social media support, the preview event resulted in a beautiful photo gallery from The Detroit Free Press, multiple client media interviews with CBS Detroit and FOX 2, a piece with a fun twist from The Michigan Chronicle and influencer generated content that was shared with their cumulative audience of nearly 40,000 users on social media.
View a few posts from the Detroit influencers in attendance:
- @annarobbxo posted this TikTok summarizing her shopping trip that received over 26.2K views, 2,165 likes, 747 shares and 107 comments.
- @maddisulflow posted a Reel to her Instagram recapping some of her favorite finds at the boutique that garnered 50 likes and 14 comments.
- @gabbyammiano also posted this Reel of the event and her thrifted finds with a connection of the stores to the mission in her caption. This post garnered 19 likes and 4 comments.
- @thebagladie and @evhazlett each reshared and engaged with Instagram content Franco posted to The Salvation Army Southeastern Michigan Thrift Store account throughout the event.
@annarobbxo All proceeds from sales at the boutique go to funding the rehabilitation center that is located right next-door! ##detroit##detroitthrifting##salvationarmy##thrifting##detroitfashion##detroitfyp##detroitvlogger ♬ original sound – Anna
View this post on Instagram
View this post on Instagram
Among these videos created were dozens of comments showing interest leading up to the April 1 grand opening:
“That’s the NICEST Salvation Army I’ve ever seen 😳🙌🏼”
“This stuff is so nice”
“Omg I have to come here!!”
“I have officially been influenced!”
“I’m downriver & will definitely be going there. They had some nice stuff!!!!”
The excitement and anticipation generated from the media and influencer preview event ultimately led to a successful grand opening on April 1 for Sally’s on Fort.
