We Didn't Just Drive Awareness For KAYALI. We Drove Lines Around the Block.
Client:
KAYALI
Industry:
BEAUTY
Services:
INFLUENCER + PR
THE BRIEF:
KAYALI sought to transform two fragrance pop-up activations into destination-worthy experiences that would generate excitement, attendance, and social conversation. With events taking place in New York City during Fashion Week and Miami during peak season, success depended on attracting the right mix of influencers, editors, and consumers who would not only attend, but amplify the experience across social and editorial channels.
OUTCOME:
Base Beauty's strategy turned KAYALI Café into a cultural moment. The activations generated 4.9 million total reach, $187.7K in EMV, 116 pieces of content, and 16 press placements. More than 1,422 RSVPs were secured, while over 3,000 consumers lined up on opening day, with sustained foot traffic throughout the activation proving the power of targeted outreach and audience curation.
KEY CHALLENGES:
KAYALI was competing for attention in two of the most crowded and culturally active markets in the country. In environments saturated with events, attracting attendees is not enough. The challenge was to make KAYALI Café feel like the place to be by securing influential guests and highly engaged consumers capable of extending the experience far beyond the physical event.
PROCESS:
Base Beauty developed a strategic outreach plan focused on identifying and securing a curated mix of local influencers, editors, media, and consumers. Event pages were designed to build anticipation and streamline registration, while RSVP management and personalized follow-up ensured strong attendance from high-value guests. Every touchpoint was optimized to maximize both turnout and content creation.
solution:
We built an attendance and amplification engine designed to generate both physical and digital momentum. By curating the right guest list and creating a seamless event experience, we transformed attendees into advocates. Influencers, editors, and consumers generated real-time content and editorial coverage, extending the reach of KAYALI Café far beyond the event footprint and turning a pop-up into a highly shareable cultural moment.