The Eyeknow Emporium was a weeklong pop-up for Fernet-Branca during Tales of the Cocktail, an annual trade gathering in New Orleans for spirits and cocktail professionals. This retail and community space featured custom merch, exclusive tattoo appointments, personalized embroidery, special late-night events, and shots of Fernet for guests.

The Fernet activation stood out in the saturated environment of Tales of the Cocktail, successfully driving foot traffic and merch sales by creating a compelling in-person experience that resonated with both industry professionals and Fernet fans, building a stronger community and brand presence during a competitive week of events.

I developed a flexible social strategy that could adapt in real time throughout the weeklong event. This included creating a detailed content shot list, designing social-ready templates that leveraged campaign creative, implementing IG Story tactics to drive foot traffic into the space, and integrating relevant trends to enhance the activation’s visibility and engagement.