Lumina Summer Experience
Lumina Inc. is a premium lifestyle brand known for their minimalist home goods and wellness products. After two years of steady online growth, they were ready to make a splash in the physical world — and introduce a new product line to a broader audience than their existing digital following.
They came to Connectify with a clear mandate: create something experiential, something worth talking about, and something that would drive both immediate sales and long-term brand awareness. They had a venue idea, a budget, and a timeline — but needed a team to bring it all together.
The event needed to work on three levels simultaneously: as a product launch for their core customers, as a brand-awareness moment for a new audience, and as a content engine that would fuel their social channels for weeks afterward. That's a lot to ask of a single evening.
We also had a six-week lead time — tight by any standard for a 800-person event — which meant our team had to operate with precision from day one.
We built the event around the concept of "luminous moments" — the idea that Lumina's products are designed to elevate the everyday. Every design element, from the lighting rigs to the product display stations to the live content crew, was built to create shareable, aesthetically consistent moments.
We structured the evening in three acts: an intimate pre-show for 80 VIP guests and press, a main-event experience for 600 general attendees, and a curated after-party for 120 brand partners and influencers. Each tier had a distinct vibe but maintained the same visual language.
In parallel, our digital team built a content amplification strategy — pre-event teasers, live coverage across Instagram and TikTok, post-event recap content, and a targeted paid media push to drive product page traffic in the 72 hours after the event.
The Lumina Summer Experience exceeded every benchmark Lumina had set. Attendance hit 847 across the three tiers. The post-event content campaign drove 2.1M organic impressions in seven days. Online product sales for the new line were 3x the launch projection in the first month.
More importantly, Lumina told us afterward that the event changed how their team thinks about marketing — shifting from purely digital to a genuinely integrated approach. That shift is what we're most proud of.
"Connectify didn't just produce an event — they created a brand moment that we'll be talking about for years. The precision, the creativity, and the results were beyond anything we expected."
A 6-month digital transformation that tripled leads and cut cost-per-acquisition by 52%.
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