Emily Cooper's Hästens Campaign Revisited

Emily in Paris epitomizes most women’s fashion and dating dreams. Walking past a beautiful French man (cue Gabriel) in a multifaceted outfit with polka dots and a bright pink beret — she is a marketing executive who can do it all! I find it interesting that she draws inspiration from her real life, providing a sitcom-edge to the job. However, one campaign in particular that I would do differently is the Hästens experience in Season 1, Episode 5 titled “Faux Amis”.

As Emily places the bed in a prime location in Paris, allowing everyday users to sleep under the stars — this felt gimmicky, in a way that is not very appealing. As a consumer who currently lives in New York City, I’m thinking about whether I would go for the big apple equivalent of this — maybe a bed situated in the less-busy stress of SoHo? No, the line would be too long and I already brace enough germs on the subway than to sit on a bed populated by strangers.

I do believe that experiential marketing is the key to success right now. With 65% of brand owners witnessing a rise in their sales through a experience-focused marketing strategy (HubSpot), she was on the right path. Furthermore, having influencers attend and post is the perfect way to gain traction inter cluttered digital landscape.

In my opinion, Savoir could have advised hosting a pop-up event with a curated guest list on day 1 and open to public workshops for the rest of the weekend. The bed being marketed is the Hästens Maranga, a collaboration with Isle Crawford.

With exclusive, pre-registered, early bird, fastest reserved slots, the brand would host a 2-day pop-up i.e., on Saturday and Sunday. This luxurious bed, worth almost $10,500 in its glory will be a source of inspiration of influencers and semi-celebrities. We know that gingham has been all over recently, making a comeback as an effective boomerang. The bed to me, looks like it has resembling patterns. I think it would be fun if the workshops could revolve around using waste material while manufacturing, taking the fabric to create fashion items!

Promoting sustainability, the event space will house about 5 ladies working sewing machines who would be guided on the desired silhouettes. There could be patchwork offered. So, you’re not only sleeping on Hästens but you’re also wearing it — an opportunity as rare as Serena Van Der Woodsen not running away.