Grand Frank X Haymarket
Grand Frank was launched in Sweden in 2014 by Erik Bergström, designed to be an alternative for the corporate man, with a desire for fun garments and accessories. When Fashoom paired up with Grand Frank in February 2017, focusing on their watches, the main challenge for the brand was a need for physical presence in a dynamic environment. Grand Frank needed a space where they could meet their ideal customers and establish brand awareness through brand ambassadors and influencers.
- Introduce Grand Frank to their target customers through dynamic physical presence
- Organize Events and facilitate pop-up shops
- Create brand awareness targeting ideal customers through brand ambassadors and hotels as marketing influencers.
Strategy 1. Hotels as marketing influencers
Fashoom thinks of Hotels as marketing influencers.
The first step in our partnership with Grand Frank was to introduce their watches inside the Haymarket kiosk, offering them their first physical presence in Stockholm, a space where their ideal customers were.
Considering the social aspect of the Haymarket with the popular cocktail bar, restaurant and cafe, Grand Frank had the opportunity to be seen by hotel guests, celebrities and and daily visitors who came for business meetings or after work drinks.
Strategy 2: Events and Pop-Up Shops
In order for Grand Frank to reach their target audience, Fashoom negotiated with the hotel to host Events and Pop-Up shops inside rooms and the hotel lobby.
Fashoom is currently working on organizing an event where Grand Frank will be launching their new watch collection in the Fall of 2017.
Strategy 3: Brand ambassadors
Fashoom marketing team worked on promoting Grand Frank on social media through ads and sponsored posts and events as well as through the hotel platforms by facilitating Instagram posts and user engagement.
Fashoom arranged for a pairing between Grand Frank and Haymarket's lifestyle concierge Patrick Silvermark to become a brand ambassador. He now actively promotes the brand together with Fashoom and Haymarket through their social media channels.
Strategy 4: Brand growth and new hotels
After Grand Frank’s success at Haymarket, Fashoom introduced the brand to the Grand Central Hotel, giving Grand Frank the opportunity to be visible in a business friendly atmosphere, which Grand Central is known for.
Brand extension will continue, not only inside more hotels in Sweden, but also abroad.