Real World Social Marketing ©

WHAT WE DO

Real World Social Marketing:

We create “sparks”. These are experiences in the real world, that inspire people to want to talk and share what happened

Specifically, we:• Design bespoke events• Engage influencers • Influencer seeding

• Blogger outreach & relationship management

• Are experts in on-premise activation in bars, nightclubs, restaurants, and event spaces

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WHAT SETS US APART

Unique and inspiring ideas• We dig deep to find the concepts that will influence perception for our clients

• Our ideas are timely and current. They are meaningful when it matters

We execute at the highest levels possible from brief to final activation. • Nothing is taken for granted

• Our professionalism is unparalleled.

The right relationships. And they are personal. • Lifestyle mavens – (Stylists, movers and shakers, inspiring people)

• Bloggers and talkers

• Bartenders

WHO WE AREKarl Franz Williams – the Guy

Quite simply a visionary, Karl has had success in both brand marketing, advertising, and as an entrepreneur. He has successfully opened one café and two craft

cocktail bars – Society Co�ee, 67 Orange Street, and the Anchor. He has worked in Brand Management for big traditional firms like Procter and Pepsi and cutting edge Advertising firm Mr. Youth (MRY Network). He is a noted mixologist and sought after speaker.

Michael McConnell – the Know

Mike has an incredible legacy as an influencer and lifestyle guru. He has advised various brands in the Fashion, Non-profit, Spirits and Event industry

for close to a decade. He has also won various event industry awards from the likes of The International Special Events Society. He played an integral role in helping launch the very successful mobile fundraising platform Text-to-Pledge® into the non-profit space, which has helped raise over $35 Million for various charities nationally.

Bali Lambie – the Operator

Bali makes things work. She has extensive event production experience with over 15 years of dedicated work in corporate and social events, brand

promotions, tactical marketing and sponsorship activation. Through the years she has worked in all aspects of the events industry and has been hailed for her ability to remain calm under extreme pressure. Her warm and enthusiastic personality, along with flawless precision and attention to detail has also contributed to her success and client satisfaction.

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BRANDS WE’VE SPARKED

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WHAT THEY ARE SAYING

“THANK YOU for all of the hard work and collaboration to make MOS happen today/tonight. We truly appreciate each and every e�ort to ensure things came together beautifully”

April Dinwoodie, Divisional Vice President, Brand Communications & Publicity

“…Major kudos to you and the team for pulling together such a tight plan in such a short time. You literally took the brief and our feedback and ran with it!!”

Tyler Phillips, Senior Brand Manager, D’USSE Cognac

“Good stu� my man!!”

Matt Britton, CEO MRY Network

WORK

JC PENNY

WORK

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JCPENNEY – MATTERS OF STYLEVIP INFLUENCER EVENTShifting PerceptionThe jcpenney brand lacked significant brand a�nity amongst fashion forward men in New York City. To build a�nity, Good Ice Marketing targeted fashion and lifestyle bloggers, as well as other influential New Yorkers, to shift the way they viewed the brand to one of heritage and style. This group was critical to reach given that they are known for being early adopters and influencing menswear trends.

With an eye towards creating the conversation, the purpose of the event was to open the door to greater awareness and appreciation.

New State of MenswearMenswear bloggers and influencers care about the details,whether it’s the slightly rolled pant cu�, the contrast stitching on a leather wallet, or the heft of a good overcoat. In order to shift their perception of jcpenney – it needed to be proven that jcpenny Matters of Style was about pulling the details together

...so the ultimate Boys Club was designed at the Ace Hotel as a place where men could explore a new notion of jcpenney in an aspirational and spirited setting amongst influencer peers.

INSIGHT

Here’s how it was done…

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The influencer event showcased that jcpenney pays attention to the details by:

• Collaborating with highly-regarded menswear figures

• Hand delivering invites

• Creating four individually styled rooms at the Ace Hotel to represent each of the Matters of Style trends

• Thoughtfully curating attendees

THE SET-UP

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The influencer event was held at Liberty Hall in the Ace Hotel. Four separate lounges were created and designed to represent each of the four Matters of Style trends.

PLAY BY PLAY: VENUE AND LOUNGES

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Hand-made custom invitations were designed and personally delivered to65 key influencers, creating immediate buzz across social networks.

PLAY BY PLAY: THE INVITATIONS

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Each lounge also had a custom cocktail and food pairing that closely tied to the theme of the Matters of Style trend.

PLAY BY PLAY: DRINKS & FOOD

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A partnership was formed with NYC based menswear blog, Street Etiquette, whose sartorial style meshed with the contextual direction of jcpenney’s Matters of Style. The partnership extended the credibility of these highly-respected bloggers to jcpenney, increasing the authenticity and appeal of the event for other key influencers.

PLAY BY PLAY: CO-COLLABORATORS

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The Matters of Style attendees was a who’s who of New York sartorial influence.

Over 200 tastemakers attended, including:

• Jermaine Hall - Editor in Chief of Vibe Magazine

• Wendell Brown and Nic Screws - Esquire

• Adriaan Zimmerman - Co-Founder of BroBible.com

• John Wiseman and David Pessah - Thrillist.com

• Sian-Pierre - founder of SwaggerNewYork.com

• Edwin Bragg - GQ

• Marcus Samuelsson - Food Network/Restaurateur

• Hyun Kim - founder of LTD Magazine; and

• Representatives from Antenna Magazine, ABC News, and ESPN

RESULTS: THE INFLUENCERS

Street Etiquette and Friends

From left: Elan Miller (entrepreneur) Lenny Platt (Actor, One Life To Live)Naomi Piercey (Men’s Health Girl Next Door) Sheila Marikar (Journalist, ABC) Nic Robuck (Actor, One Life To Live)15

Troy Brooks, Quality Inspires. Adriaan Zimmerman Founder, Bro Bible.

Emily Cavalier, Midnight Brunch.John Wiseman, Thrillist.Alexis Anderson, Pure Wow.Jose Mejia, Cool Hunting.

Marisa Zupan, The Significant Other. Jake Gallagher and Mariah Kunkel, Quite Continental.

RESULTS: THE INFLUENCERS

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RESULTS: BUZZ

The Matters of Style event resulted in a rich conversation across the social web and expanded the reach of the event beyond the attendees.

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RESULTS: BUZZ

Influencers saw each other tweeting about #mattersofstyle and were conversing about the event, even before it happened.

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RESULTS: BUZZ

Influencers live tweeted updates from the event to their followers.

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RESULTS: BY THE NUMBERS

• Event was covered by ABC News, Guest of a Guest, and fashion & style bloggers

• Reach of the blog posts was over 14,500

• Tweets from influencers reached over 225,000 followers

Real World Social Marketing ©

LETS TALK

www.goodicemarketing.com

917•734•7411646•734•0794

Karl Franz Williamskarlfranz@goodicemarketing.com