Puerto Rico Store Opening
My Role: Creative Strategist and Lead Designer
The Challenge: For Nordstrom’s entry into the Puerto Rican market, business leaders were looking for solutions to drive traffic on opening day and build awareness that aligned with the regional market and maintained the Nordstrom brand ethos.
Goals:
Develop unique marketing assets that paid respect to local culture
Partner with regional artists and organizations to create connections with the community
Stimulate organic reach
Illustration by Puerto Rican native, Carlos Aponte
Actions: Working with the social media team, I researched regional culture to discover candidates and organizations that would be a good fit to create a buzz with local media and boost organic reach. It was fun hanging out with San Juan-based Instagrammers and bloggers and getting an insider tour of their amazing city! An all-Puerto Rican talent pool was hired to build this campaign including models, a photographer, and an illustrator.
Influencers: Perla Sofia Curbelo, Patricia De La Torre, Elliptical Patterns, Victor Monserrate, Adriana Muentes, Andrea Devoto, Marisoll
Key messages
Desktop
Mobile
Puerto Rican native, Clarke Tolton, photographed a series of lifestyle portraits of local influencers. Each candidate selected key pieces of Nordstrom product mixed in with their personal items.
The Outcome: Featuring local influencers and artist interpretations of the Nordstrom brand gave the media assets an authentic look that resonated with customers. It also provided a good story for the media to tell and achieved more impressions through organic reach than expected. This was the first-of-its-kind influencer partnership for Nordstrom. Despite not having access to hard numbers, this campaign served as the brainchild for future influencer partnerships for major events like the Anniversary Sale.
Magazine
Gift card