Celebrating all that the East End has to offer, Gradient designed an experiential strategy for Saks Fifth Avenue to target various places of interest throughout the summer to reach the largest possible audience in the Hamptons: beginning at SagTown Coffee Shop in Sag Harbor, then The Barn in Bridgehampton, and concluding at Navy Beach in Montauk. Each activation was curated to generate brand and campaign awareness while providing an array of surprise and delight moments for customers.
The concept was to capture the Hamptons culture with the Saks Saves Summer additional tie-ins. Each of the chosen activation locations were designed to have a strong brand presence while providing all with exclusive giveaways that were tailored to the specific location, which varied from coffee giveaways, paddle board lessons, Knowlita x Saks exclusive collections, Little Words Project bracelets, customizable straw tote bags, bouquet and bouquet classes, ice cream sandwiches, and SuperGoop products all courtesy of Saks Fifth Avenue.
Brand Ambassadors helped the overall customer experience by encouraging guests to interact with all elements of each activation as well as participate in the giveaways by posting to any social media platform using the #SaksSavesSummer hashtag. The Social strategy delivered a media reach of 1.3 million
and total impressions of over 9.6 million.