Case Study: James St UpLate

Social Media Strategy & Management

Overview

In March 2025, we hosted a successful event for our client, Cohen Handler Queensland, in partnership with Klemenza, an interior business, during the James Street UpLate event. This celebrated street event attracts a diverse and engaged audience eager for unique experiences. The goal was twofold: to align Cohen Handler Queensland's brand with the UpLate event, leveraging their prime location on Little James Street, and to create a new collaborative opportunity with Klemenza to boost both brands' visibility in the local market and create cross-client opportunity.

Challenge

Although UpLate is a strong event for direct retailers, Klemenza’s previous participation had not met expectations, making them hesitant to join in again. We approached them with a fresh strategy that focused on co-branding, stronger engagement, and a curated experience that would elevate both brands' presence. The challenge was to ensure the event resonated with attendees and provided valuable outcomes, such as building brand awareness and capturing quality data through a collaborative digital giveaway (More on this here). The target was to engage at least 200 individuals from both brands' clientele, staff, and general shoppers.

Solution

To overcome these challenges, we curated an event that highlighted the strengths of both brands. The event space, in-store at Klemenza, was carefully designed with co-branded elements, reflecting the high-quality service of both Cohen Handler Queensland and Klemenza. Attendees enjoyed canapés, Louis Roederer champagne, and take-home goodie bags, all within a luxurious atmosphere that matched the UpLate vibe. The collaboration allowed Cohen Handler Queensland’s property expertise and Klemenza’s interior design strength to shine, offering an engaging and meaningful experience for clients and guests. This strategic partnership enhanced both brands' visibility while capturing valuable data for future marketing.

Results

The event exceeded expectations, engaging over 200 attendees, including clients, staff, and the general public. The co-branded space and high-end offerings, such as Louis Roederer champagne and exclusive goodie bags, contributed to a memorable event execution. The marketing objectives were achieved, with strong data capture helping grow the client audience reach digitally for both brands. The success of the event extended beyond numbers, fostering new collaboration opportunities and enhancing brand visibility. Positive feedback and the overall success confirmed the potential for future partnerships, demonstrating the value of strategic collaboration in creating lasting brand awareness and business growth.