Potential: A first-of-its-kind, monthly experiential series bridging the worlds of art and meditation, offering awe-inspiring strolls through MoMA galleries, paired with group meditations led by top teachers.
Challenges: As the series neared the one-year mark, it faced a growing field of imitators. Expanding the audience beyond the reach of MoMA and Quiet Mornings called for an outside, out-of-the-box approach. A brand partnership with Perrier needed to be positioned in a deeply authentic way.
Solution: Developed and executed a strategy leveraging the series’ first anniversary celebration. Concepted messaging tying Perrier flavor profiles to themes of inspiration and creativity. Identified and engaged on-brand influencers and micro-influencers of integrity, positioned at the nexus of art, fashion, culture and wellness, and got them talking.
Results: Hand-picked influencers shared 10 stories and 13 posts with a combined following of 1M, resulting in international exposure and 10M media impressions including features in The New York Times, Observer, and Well + Good. Cemented the brand’s legacy as the first-to-market category leader and attracted new audiences through a conversation about consciousness, creativity, and culture.