Taking a bite out of the Big Apple: Electric Ink does New York

If you follow my personal Instagram account you may know that I’ve been in New York. Sorry if I spammed your feed – It’s just such a wicked and ‘Instagramable’ location I couldn’t resist sharing it.

I wasn’t there to just eat pancakes and drink Brooklyn Lager (I did that too), I was there with one of our clients – Electric Ink to attend the awesome Indie Beauty Expo. This was a great opportunity for Brilliant to travel across the pond with a client and show our continued support, and it was really important for Electric Ink to document their New York trip as authentically as possible. So, to have a member of Brilliant there was a must.

New York is such a busy and diverse place I knew that Instagram Stories would be the strategy to showcase the city, our journey and what we were getting up to each day – but without a clear narrative I knew these would all bleed into one long story and become somewhat jumbled.

So, I decided to create 3 graphics for each day of the Indie Beauty Expo, this helped break up the story and give a clear start, middle and end to each day of the show.

When it came to attending the actual show itself, it was an experience I’ll never forget. The shear amount of beauty brands that were exhibiting over the 3 days meant you really had to have a ‘stand out’ booth to have any chance of capturing the attention of the public, press and buyer’s! Luckily we were opposite the bar! This led to us meeting the awesome guys over at Blind Barbers who may have had some tattoos and also supplied us with an unlimited amount of House Beer – win win!

The actual Indie Beauty Expo Show utilised social really well – outline each days events and spreading the word as much as possible!

On night one, we even won an award to get Electric Ink featured on a NYC beauty podcast – I’ll keep you all updated as to when that’s available. This prize also meant being featured on their Instagram story – So how did we celebrate? A Boomerang obviously…

Having someone doing social in real time really helped as I could chat to both exhibitors and delegates as they passed by and make sure they interacted with us on social right there and then. For example, Yahoo Beauty mentioned us on their Instagram story, Opening Ceremony followed us and this is to just name a few…

Having people so interested in the product also meant we were able to make them test it, and if you know Electric Ink you’ll know once you test it – you’re buying it!

As a city, I couldn’t recommend New York enough! I loved every second of the trip from the moment I landed at JFK. What really stood out to me was how creative the city was, from fashion, to beauty to just the copious amounts of street art!

Stu Jolley, Managing Director of Electric Ink said this of the trip and Brilliant Social:

“Ollie was a real asset to the brand. We were able to jump on social immediately, tell authentic stories and capture both buyer and press attention.

Already we’ve had mentions from Yahoo Beauty (111k followers), Nylon Mag (1.2m followers).

Brilliant have been an excellent partner right from the start, helping us grow both Instagram and Facebook channels in an authentic and credible way.
We trust these guys implicitly, to challenge our way of thinking and to continue to deliver results month on month.”