Community
Building
Event
Starting Point
Yummy's, an online membership targeting young mothers, faced the challenge of establishing a strong brand presence and fostering a sense of community. With a limited budget, few connections, and no prior event planning experience, the goal was to position Yummy's as a premium yet inclusive brand. We aimed to create an experience that felt luxurious while allowing attendees to feel truly welcome. The solution was an in-person event that would serve as a memorable brand touchpoint.
Role & Responsibilities:
As the project lead, I spearheaded a cross-functional team to deliver a sold-out event on one of London’s most prestigious streets. This required careful planning, strategic thinking, and problem-solving across multiple facets, from venue negotiations to partnerships and event execution.
Key Contributions:
-
Data-Driven Strategy Development:
-
Conducted competitor analysis of similar London-based events to identify best practices and areas for improvement.
-
Successes Leveraged:
-
Selection of an exciting, high-quality venue.
-
Securing influential speakers and offering valuable goodie bags.
-
Charging a small attendance fee to ensure commitment.
-
-
Learnings from Competitor Mistakes:
-
Addressed issues such as attendee exclusion by implementing speed-mingling sessions to prevent cliquey behaviour.
-
Ensured gift bags contained only full-sized, high-quality items to meet expectations and differentiate from common samples.
-
-
​
-
Venue and Partnerships Negotiation:
-
Negotiated a venue on London’s exclusive Kings Road at no cost, using persuasive techniques highlighting the mutually beneficial aspects of a collaboration.
-
Secured free full-sized items for gift bags from high-end, family-focused businesses, ensuring a premium guest experience.
-
​
-
End-to-End Event Execution:
-
Managed all aspects of the event, from planning to hosting, ensuring smooth execution from start to finish.
-
Led cross-functional teams, solving challenges as they arose with creative and strategic solutions to overcome organizational and financial constraints.
-
​
-
Team Leadership:
-
Led, monitored, and motivated the team, ensuring tasks were executed efficiently and collaboratively.
-
Provided solutions to logistical issues, maintaining a focus on the event’s high-quality experience.
-
_JPG.jpg)
_JPG.jpg)
Results:
-
Sold-Out event in less than 24 hours.
​
-
Secured 5 influencers (655K followers) to join the panel and collaborate with us without a fee, enhancing the event’s visibility.
​
-
Negotiated 100% discount on a prestigious London venue.
​
-
Delivered an exceptional guest experience, earning 90% five-star ratings.
​
-
96% increase in interest for future events - sighting an overall feeling of inclusion and community as one of the main reasons.
-
​
-
73% rise in organic social media shares, significantly boosting brand awareness.
​
-
85% of collaborative partners expressed interest in future collaborations, helping to expand the partnership pipeline.
Conclusion:
The event exceeded expectations, both in terms of execution and results. By employing data-driven strategies, creative problem-solving, and effective negotiations, we successfully positioned Yummy's as a premium yet inclusive brand. The event not only helped foster a sense of community but also laid a strong foundation for future growth and collaboration.
