Pop-up store to increase brand awareness, engage customers, and drive sales

MOART successfully designed and executed a one-month experiential marketing pop-up for Vuse in downtown Vancouver, significantly boosting brand visibility and consumer engagement through interactive and educational activities.

Growth in Conversions

3,500 guests to the pop-up experience

Content Optimization

Achieved a product search interest score of 96/100 on Google

Organic Traffic

1682%

Dramatic Increase

Project Overview

Project Overview

Vuse, an international leader in electronic cigarettes, was looking to boost brand visibility and consumer engagement in a competitive market. With a particular focus on expanding its presence in Vancouver, Vuse aimed to create a memorable and impactful experience that would resonate with potential customers. To achieve this, Vuse partnered with MOArt to design and execute a one-month experiential marketing campaign. The challenge was to not only capture attention but also to educate and engage a diverse audience, ultimately driving brand loyalty and product trials.

Challenges:

  • Low Brand Visibility: Despite being a leader in the e-cigarette market, Vuse needed to enhance its visibility in key markets like Vancouver.
  • Consumer Engagement: Vuse wanted to create a deeper connection with consumers through interactive experiences that would drive both education and brand loyalty.
  • Market Competition: Operating in a competitive industry, Vuse needed a unique approach to stand out and attract attention from both existing and potential customers.

Objectives:

  • Increase Brand Awareness: Develop a high-impact, visually engaging pop-up experience that would boost Vuse’s presence in the Vancouver market.
  • Drive Consumer Engagement: Create an interactive environment that not only introduced Vuse’s products but also educated consumers about their benefits.
  • Generate Product Trials: Encourage product sampling to convert interested visitors into loyal customers.

Execution

MOArt implemented a comprehensive, multi-faceted approach to deliver a successful experiential marketing campaign for Vuse:

  1. Strategic Pop-Up Design:
    • Goal: Create an inviting and engaging space that captures attention and encourages interaction.
    • Actions: MOArt transformed a small parking lot in downtown Vancouver into an immersive pop-up experience. The space was designed with modern aesthetics, featuring promotional videos, product displays, and interactive elements to attract and educate the target audience.
  2. Engaging Consumer Experiences:
    • Goal: Foster deeper consumer engagement through interactive and educational activities.
    • Actions: The pop-up included a cozy lounge area illuminated with LED tube lights, where attendees could relax and learn more about Vuse products. Trained brand ambassadors were on-site to welcome guests, provide product education, and offer personalized experiences, including laser engraving services for custom product designs.
  3. Optimal Location Selection:
    • Goal: Maximize visibility and foot traffic by choosing a high-traffic location.
    • Actions: The pop-up was strategically positioned at the busy intersection of Seymour and Nelson Street in downtown Vancouver, ensuring high visibility and significant foot traffic. The location was selected to generate buzz and attract a diverse crowd of potential customers.
  4. COVID-Safe Execution:
    • Goal: Ensure the safety and comfort of all participants during the pandemic.
    • Actions: MOArt meticulously planned the pop-up to comply with COVID-19 guidelines, incorporating safety measures such as social distancing, sanitization stations, and controlled entry to maintain a safe environment for guests.

Project Results

The experiential marketing campaign executed by MOArt delivered outstanding results, significantly enhancing Vuse’s brand presence and consumer engagement:

  1. Significant Increase in Guest Engagement:
    • The pop-up welcomed 3,500 guests over the course of the month, providing Vuse with substantial brand exposure and the opportunity to engage directly with a large number of potential customers.
  2. High Product Sampling and Trial Rates:
    • 1,250+ product samples were distributed during the pop-up event, effectively increasing product trials and interest in Vuse’s offerings. The hands-on experience provided by the brand ambassadors played a crucial role in converting curious visitors into potential long-term customers.
  3. Boosted Online Search Interest:
    • The campaign achieved a remarkable search interest score of 96/100 on Google Trends during the activation period, indicating a significant spike in online engagement and interest in Vuse products. This online visibility complemented the physical presence of the pop-up, extending the campaign’s reach beyond the immediate location.
  4. Enhanced Brand Awareness and Market Positioning:
    • The innovative and visually engaging pop-up, combined with strategic location selection, positioned Vuse as a forward-thinking and consumer-focused brand. The campaign not only raised awareness but also reinforced Vuse’s reputation as a leader in the e-cigarette market.

Conclusion

Vuse’s partnership with MOArt successfully transformed a small parking lot in Vancouver into a vibrant, engaging hub of brand activity. The experiential marketing campaign significantly boosted brand visibility, consumer engagement, and product trials, showcasing the power of well-executed experiential marketing in driving business success. The campaign’s strategic design, coupled with effective execution, underscores the importance of creating immersive and interactive experiences to connect with consumers on a deeper level, ultimately driving long-term brand loyalty and growth. This case study serves as a compelling example of how brands can leverage experiential marketing to enhance their market positioning and achieve substantial growth in competitive industries.

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