Mall Plovdiv: The first #SelfieShop
In July 2020 the very first selfie-taking fashion space in Bulgaria launched in Mall Plovdiv. Its name is #Selfieshop and it recreated seven rooms with a different concept which promoted the joy and the colorful mood of the summer season.
And we, Paragraph 42 agency, a preferred partner of Ketchum in Bulgaria, organized exciting teaser phase and grand pre-opening event to achieve our main goals. We contacted 20 leaders of opinion and surprised them with an unboxing challenge with a twist. It partly revealed the concept behind #Selfieshop but also left some room for their imagination.
Through the challenge we had to prepare the public, position the #SelfieShop as the new cool and different place in town and inspire visitors from the whole country to come to Plovdiv and see what it has to offer, while making unforgettable memories inside…for free!
The big reveal happened at an exclusive pre-opening event. A lot of social media content was prepared by the local influencers whom we invited. They posted in their Instagram profiles while tagging Mall Plovdiv and popularizing the #selfieshop. The campaign went viral and spread over the social media while friends of friends were seeing the surprising photos on their newsfeeds. The media representatives who were also invited to the event created a buzz in the media.
As a result, #Selfieshop successfully became a getaway site for over 6 700 local people and national enthusiasts in the period July – September 2020.