Sweet Paris Crêperie & Café is a sweet and savory Parisian café with eight locations in Houston, and for their “flagship” location in Highland Village, they hired Integrate to go above and beyond for the grand opening.
Integrate had already secured 22 unique online and influencer placements, surrounding the new location, that had yielded 22,148,808 impressions, but unfortunately this was not driving the traffic into the store.
In response, Integrate created two different events, within a few days of each other, to ensure a solid and steady stream of excitement among very targeted demographic that would specifically be interested in Highland Village and would immediately drive in-store sales.
The first event, Instacrêpe, took place on Sunday, January 27th and was an exclusive, invite-only, event in partnership with Houston Hot Spots, a popular Instagram food influencer, who at the time had more than 70,000 followers. Sweet Paris and Houston Hot Spots hosted 20 of Houston’s most popular foodie influencers. Influencers were given a hands-on lesson on how to craft a crêpe, and then the opportunity to craft their own unique crêpe and compete against each other on Instagram for the best creation. The influencer with the largest amount of engagement on their post received a $100 Sweet Paris gift card and had the opportunity to have their winning item featured as an option on the Highland Village menu.
The second event, An Evening In Paris, took place on Wednesday, January 30 and was positioned as an official grand opening party. Invitees included Highland Village residents, media and influencers, Sweet Paris partners/vendors, friends and family and Modern Luxury’s targeted subscriber base and the event had a local sommelier pouring champagne and offering “pairings” with the crepe samples being passed throughout, live music, a partnership with Cirque Du Soleil and Houston Food Bank, and more.
Both highly targeted events achieved the goal of the client to get the right people in the door to experience this new location, and see the incredible features they now offered customers. The business saw an immediate increase in foot traffic and an increase in alcohol sales directly following both events, which was the goal.
Instacrêpe’s attendance goal of 15 was surpassed with a 20-influencer turnout. An Evening In Paris’ goals were surpassed with a goal of 150 guests to over 200 attendees. Both events yielded a total of 4,422,963 media and influencer impressions with Instacrêpe garnering 2,031,332 impressions and An Evening In Paris totaling 2,391,631 impressions.
PRSA Houston – Bronze Excalibur Award – Events and Observances