Echo (an NYC-based luxury scarf company) celebrated its 100th anniversary in 2023 and was interested in using the anniversary as an opportunity to build brand awareness and grow sales through marketing and brand activations.

As a part of a Luxury Marketing course at NYU Stern, I had the opportunity to consult with Echo Scarves on their centennial campaign. Our team created centennial anniversary campaign within a prescribed $1M budget, which involved performing customer demographic analysis and utilizing guerrilla marketing tactics.

Our recommendation leveraged the historical relationship between Echo and New York to develop a guerrilla marketing campaign: “Echo Ripples Through The City.” The campaign features 3 mobile showrooms that would act as pop-up exhibitions in New York’s most iconic parks. The second part of the activation includes an Echo-branded subway takeover, featuring Echo-designed Metrocards. Our final recommendation was for Echo to collaborate with one of the city’s most iconic mural walls to tie the Echo brand with the history of art in New York.