Brand Activation & Tour Management for PAKA
In 2020, I developed an experiential opportunity for Paka, a B-Corp apparel brand selling clothes sourced from alpaca fiber, to connect with new audiences during a pandemic. As a traditional pop-up shop or brick and mortar opportunity was out of the question during a global lockdown, we thought outside the box to incite unique experiences with the brand.
For two months, we traveled from Seattle to San Diego with two baby huacaya alpacas, making stops at Farmers Markets, public green spaces, parks, beaches, breweries, and anywhere else we could think of that resonated with the brand’s target demographic. The curiosity sparked by two alpacas sold the brand immediately. The questions asked by our audiences quickly converted to sales, as we tripled their annual revenue in one fiscal quarter.
