Three smiling children with face paint hold white "gootopia" gift bags in a crowded indoor venue
Submitted by Goho PR, Marketing & Events

Gootopia Southside Store Launch Influencer Event

Influencer Marketing

Goho PR, Marketing & Events ran an influencer launch party for the new Gootopia store in Southside Shopping Centre, where influencer-generated content had a total audience of 603K.

127KEst. Lifetime Views
5.41KEngagement
502Instagram Comments
6.36KStories Reach

Case in 60 seconds

Gootopia was opening its newest store in Southside Shopping Centre in Wandsworth and needed awareness among families, so a large launch party in July had to justify itself through social media impact rather than attendance alone.

The work turns on audience match rather than headcount, because the page treats each invited family influencer as a route to the families Gootopia wanted, so the event itself had to supply the photo opportunities their content needed.

Goho PR, Marketing & Events treated the store launch party as a content set rather than a guest list, building a fun, family-friendly day around slime so that invited influencers had plenty to post.

The agency researched a list of family influencers, sent them personalised invitations and looked after them on the day, which featured a charcuterie board, a face paint artist and a slime-making competition, with goody bags for attending children. Influencer-generated content about the event then ran on Instagram and TikTok.

The agency reports that influencer-generated content had a total audience of 603k on Instagram and TikTok, with 127k estimated lifetime views, 5.41k in engagement, 502 Instagram comments and 6.36k in reach for Instagram Stories.

Strategy Breakdown

Families, the target audience Gootopia named for its new Wandsworth store, reached through family influencers and content creators invited to the launch party.
A new physical store depends on families nearby knowing it exists, so Gootopia needed awareness around Southside Shopping Centre, and the agency sought it through family influencers chosen to reach that audience.
Gootopia sells slime-making parties, school science workshops and birthday parties, so the launch let the brand show its own product at work, with a slime-making competition at the centre of the day.
Parents share children's activities that make good pictures, which is why the brief asked for an event reflecting the family-friendly atmosphere of Gootopia with a lot of photo opportunities.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok

Partners

  • Goho PR, Marketing & Events

Participation mechanic

  • Guests at the launch party took part in a slime-making competition hosted on the day, met a face paint artist and took home goody bags with extra slime, snacks and toys.

Results & Evidence

MetricValue
Total Audience603K total audience
Est. Lifetime Views127K views
Engagement5.41K engagement
Instagram Comments502 comments
Stories Reach6.36K reach

Why Goho PR, Marketing & Events' strategy worked

  1. 1

    A launch event can be planned as a content brief, because a slime-making competition, a face paint artist and goody bags give invited family influencers subjects to film rather than a room to stand in.

  2. 2

    Casting influencers by the audience they reach rather than by name recognition suits a single new venue, because the families Gootopia wanted were the people who could visit the Wandsworth store.

  3. 3

    Timing a family venue launch to the summer holidays places the event in the weeks when parents look for activities for children, so the content lands while the audience is able to act on it.

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