Keys Soulcare nyc Pop-Up Social Rollout

A social-first rollout for a two-day NYC pop-up designed to build anticipation for the Tinted Lip Balm Shimmer launch through teaser content, partner moments, and post-event storytelling.

The Brief

Support a two-day NYC pop-up with a social rollout that built awareness and excitement for the upcoming Tinted Lip Balm Shimmer launch, while driving foot traffic and capturing the energy of the event across platforms.

The APPROACH

  • Led the full social rollout strategy for the NYC pop-up, spanning pre-event teasers, on-site capture, and post-event storytelling

  • Concepted and directed multiple teaser moments to build anticipation, including partner content around a custom Keys Soulcare matcha collaboration and a TikTok trend tied to the “body matcha” audio

  • Developed social-first teaser shoots rooted in NYC visual culture, including a carousel featuring taxis, crosswalks, and hook-led poster messaging paired with natural product use

  • Created a second teaser concept using the Tinted Lip Balm shades to physically spell out the event details, designed as a distinct, shareable social moment

  • Directed post-event content through detailed shot lists and creative guidance to ensure the recap extended the life of the pop-up beyond the physical experience

The OUTCOME

  • The social rollout generated 135K impressions, extending the reach of the pop-up beyond the two-day event and building awareness for the upcoming Tinted Lip Balm Shimmer launch.