Known as a home décor wholesaler, Mitchell Black rebranded itself as a gift and home brand. The brand retained Authentic Noise to assist in positioning and messaging before and during the holiday shopping season. Mitchell Black specifically wanted a strong local holiday presence. The Authentic Noise team had 60 days to create an effective plan for Mitchell Black.
How We Created Noise: We secured a Mitchell Black holiday pop-up store at the iconic 900 North Michigan shops from October – December. The pop-up shop anchored our approach in advancing the Mitchell Black brand in front of its target audience during the holiday shopping season.
Social Media: We utilized social media to introduce the Mitchell Black team. Each week an MB team member introduced themselves across 3 social media platforms. They provided job roles, fun facts and favorite MB products. The team member’s favorite product became the pop-up stores sale item of the week.
Media Relations: The pop-up store received media coverage on Windy City Live as one of the hottest gifts for the holidays, Racked Chicago, Sun-Times Splash and Chicago magazine’s Holiday Gift Guide.
The Mitchell Black pop-up store exceeded the brand’s sales goals, garnered media coverage producing over 8 million impressions. In addition Mitchell Black obtain four new wholesale accounts.