19 | Primary Consumer

01: POP UP EVENT

A three-day multi-purpose, educational, fashionable, and interactive pop up and fundraising event at Copeland Park, Peckham between Wednesday 8th June 2022 and Saturday 11th June 2022.

Tickets cost £10.00. The proceeds of each ticket sold (£1) will be donated to HUMEN to raise awareness for mental health charities.

To increase awareness and interest into the brand story and website, whilst offering the limited-edition collection to consumers. It is said that opening a new store can “increase traffic to a retailer’s website” (Stott and Walker, 2018). Therefore, this is an opportunity for consumers to be “[exposed] to a brand they may only be able to interact with online” (Compremedia, 2019). Furthermore, it will provide consumers the sensory experience they have been craving as they miss meeting face-to-face (Bell, 2021).

EVENT ITINERARY

DJ

The event will have a local DJ playing the entire event to create a lively and positive atmosphere for the attendees.

GUEST SPEAKERS

The event will host the founder of HUMEN to present a talk to educate and encourage the audience to look to help if they need it in an engaging and cheerful manner.

INFLUENCERS

To target different consumer types, one influential content creator @iambenwest who is a mental health advocate will present a talk focusing on their experiences with mental health. This will also be livestreamed at the event, so that their advice and experiences can be shared with a larger audience.

FITNESS

There will be an opportunity for consumers to take part in a livestream fitness workout at the event and on Instagram live to reinforce the importance of physical and mental health to the consumer, as well as connecting with the target consumer at a deeper level.