ONLINE AUCTION & IN STORE COCKTAIL PARTY: A Series of Partnership Experiences Integrated Across Multiple Touch Points.
To celebrate the opening of Barney’s return Downtown to the new store on 7th Avenue and 16th Street, Christie’s partnered with the luxury retailer in an online auction and special in store event to benefit White Columns and The LGBT Community Center through The Black Leather Jacket auction.
While at Christie’s I worked with Barney’s visual team for the installation of the jackets, marketing materials, and digital components at the Rockefeller Center galleries. Coordinated with the store to create a memorable experience at the launch party as well as branding and engagement to drive traffic to the dedicated landing pages.
COBRANDED ONLINE AUCTION
THE EXPERIENCE
Christie’s hosted the 23 lots on the digital auction house where the public could bid from March 1 – 22.
The online auction was hosted on a public, co-branded page at Christies.com.
Barney’s promoted the experience in a dedicated email to Prospects and in the online Owners’ Newsletter.
CONVERSIONS
The auction’s % Sold Against Starting bid reached 579%; higher than the Charity and Ecommerce averages of 387% and 225% respectively.
DOWNTOWN OPENING COCKTAIL EVENT
THE EXPERIENCE
At the in-store party, March 17, 2016 Barney’s and Christie’s top clients enjoyed a reception celebrating the opening of the store’s return to its 1923 downtown location.
The star-studded guest list spent the evening enjoying the new store and jacket viewing. 100 Christie’s guests, top Barney’s clients, VIPs, Celebrities, Fashion and Art influencers were all in attendance.
