The #GiltLife campaign’s goal was to introduce consumers to the many different products and experiences available to Gilt members. Most consumers are familiar with the brand as a fashion e-commerce site, and this campaign and experiential activation was designed to show all of the different ways that Gilt could elevate their experiences and lives.
We celebrated the launch of the #GiltLife campaign by bringing their site off the screen and creating a 360-degree lifestyle space for press, influencers and Gilt consumers to experience their best #GiltLife. A trendsetting and luxurious NYC townhouse located in Nolita served as the backdrop for the pop-up, and was designed and decorated solely with products available through Gilt. Over 50 Gilt partners participated in the pop-up, which was re-staged 9 times, featured 48 different room concepts based on theme and program, and over 50 custom fabricated items created using Gilt partner products.The launch party was attended by Chef Marcus Samuelsson, actress Kate Bosworth, and model Alessandra Ambrosio, who had previously visited the house to experience the #GiltLife in advance of their curated sales on Gilt.
There were 9 total events with programming presented by Gilt partners, with 7 dates dedicated to particular types of offerings across Gilt sites. The 10’x12’ focal wall installed on the main floor changed by event, highlighting the theme for that day’s programming and providing a selfie backdrop and instagramable moment right when consumer’s first entered. The event themes were culinary, fitness, family, wedding, spa and beauty, travel, and fashion events, and had a total of 34 program partners (notably Chef Michael White, Executive Chef of the Altamarea Group, exhale, Crayola, Broadway’s Fiddler on the Roof, Oscar de la Renta, the Bermuda Tourism Authority, DJ Paul Sevigny, and Sony performing artists including Betty Who and Léon).
The house sold out, with over 750 attendees, and the total reach of the campaign was 745MM, with 400MM media impressions, 48M social impressions, and 13M earned social impressions.
Creative Director: Ariel Zuckerman | Architectural Designer: Keri Mate | Designer: Stephanie Taylor | Creative Project Manager: Brianne Pepe