EVENT CASE STUDY
Not Your Mother’s
NYFW Event Take Over
Event Overview
Creators began the day with a restorative flow led by Suri Studios, followed by a content-friendly refresh moment at the NYM-branded mirror — seamlessly blending wellness, beauty, and shareable storytelling.
That evening, our agency dinner at Tiny’s set the tone for a quintessential New York Friday night. Guests were welcomed with lush florals and layered NYM branding across the bar, tables, and throughout the intimate eatery. A curated cocktail hour transitioned into a seated dinner where creators left styled, equipped, and inspired with NYM product at their side.
At NYFW 2025, TSS x NYM brought together 68 creators and guests, generating 278 unique content pieces that collectively reached 4.35M viewers and sparked 775K engagements across platforms. With an average engagement rate of 6%, the program not only captured attention but also demonstrated meaningful resonance with target audiences.
Earned Media Value
Total Content Impressions
Total Engagements
Key Moments
Sponsor Branding & Touchpoints
The event featured immersive activation displays, highlighted by a shampoo refresh bar and dedicated hero product moments. To maximize visibility, guests received personalized goodie bags, while a dessert bar was seamlessly integrated with Not Your Mother's (NYM) branding. Furthermore, elevated branded details were carefully woven across all menus, signage, and tablescapes.
Why It Worked
The strategy succeeded because it cultivated a genuine sense of community and authentic value exchange among creators. By turning strategic touchpoints into organic, high-performing content opportunities, the event naturally drove engagement. Additionally, a partnership with Rescue City infused a meaningful social-impact element into the evening, ultimately creating an extended runway for organic mentions and content that lasted long after the event concluded.
