SMEG - Showroom Opening:
Opportunity
Launch SMEG’s first Canadian showroom with a strategic media and influencer campaign designed to drive awareness of the new retail space while showcasing SMEG’s iconic Italian design and creating meaningful engagement with key audiences.
What We Did
- Developed and executed a comprehensive media relations strategy to secure editorial coverage announcing the opening of SMEG’s first Canadian flagship showroom.
- Hosted an exclusive media and influencer preview, welcoming more than 80 leading design editors, retail journalists, television personalities, and lifestyle and design content creators for an immersive first look at the new showroom.
- Curated an elevated launch experience that allowed guests to explore SMEG’s product collections, experience the showroom firsthand, and create engaging social content throughout the event.
- Leveraged the showroom’s thoughtfully designed interiors and iconic product displays to inspire organic photography and video content across Instagram and TikTok.
- Conducted personalized one-on-one showroom walkthroughs with key media, including Craig Patterson (Retail Insider) and Silvana Longo (Toronto Sun), ensuring coverage opportunities for those unable to attend the launch event.
Results
- Successfully introduced SMEG’s Canadian flagship showroom to the Toronto market, creating momentum around the brand’s first Canadian retail location.
- Strengthened relationships with key media and creators through exclusive access and personalized brand experiences, fostering continued opportunities for future collaboration.
- Secured 15 original media placements (40 total including syndications) surrounding the launch, generating 24,863,538 media impressions.
- Generated 274 pieces of social content from the media and influencer preview event across Instagram and TikTok, resulting in 20,266,534 social impressions and extending the reach of the showroom launch through authentic creator storytelling.
- Established SMEG’s flagship showroom as a key brand touchpoint in Canada, creating a foundation for continued consumer engagement and ongoing visibility.