I am one of the founders of Kalli Marshall Agency (now on hiatus), and I did this work there as social media specialist.
By Made Mahardika, founder of Sreative.
- 30+labels · Jacquemus, Cult Gaia, Shona Joy
Multi-brand concept store — Canggu
EDITED.
Thirty labels, one room, and one night to introduce them.
EDITED. is a concept store in Canggu carrying more than thirty labels across ready-to-wear, accessories, footwear, homeware and art — Bali artisans on the same rails as Jacquemus, Cult Gaia and Shona Joy. It is a room built to be photographed: polished concrete, chrome, and almost no colour that isn't on a garment.
There was no feed to grow yet. There was an opening night, a guest list that had to be researched rather than invited, and one evening in which the whole of Canggu either heard about the store or didn't. Everything on this page is that evening and the content package shot alongside it.
One night, four numbers
A store launch is not a campaign you can iterate on. There is one evening, one guest list, and whatever those guests decide to post before they go home. Everything below is that evening.
- 86RSVPs to the invitation
- 40+through the door on the night
- 51Instagram stories from media & KOLs
- 1.96Mcombined impressions, pre-event and main
From the Kalli Marshall Agency launch case study for the engagement — 1,960,840 impressions in total, counted from the reporting, not estimated.
Public relations buys the guest list. The party buys the reach.
Five months of outreach produced 519,871 impressions before anyone had seen the room. The evening itself produced 1,440,969 — 73% of everything the launch ever earned, inside about six hours. That ratio is the argument for spending the budget on the room rather than the run-up.
Bars are to scale. 51 stories from roughly 40 guests — about 1.3 posts each, which is what a room worth photographing gets you.
Four accounts did most of the talking
Fifteen-plus models, KOLs and creators were in the room. These four are the ones the reporting names, and between them they carry more reach than the rest of the list put together — which is why the guest list was researched rather than assembled.
Follower counts as recorded at the time of the campaign.
The three-hour shoot
The other half of the brief was pictures the store could keep. One block, one photographer, one pass through the room: the concrete, the rails, the plinths, and the pieces that justify the price list. Five of those frames are below.
What the engagement actually covered
Six workstreams, of which the party is only the loudest. The rest is the part that keeps a concept store in the feed once the launch photographs stop circulating.
Launch party & PR
Media, KOL and creator research, then a curated guest list — outreach, RSVP handling, VIP gifting, hosting on the night, and pre- and post-event media monitoring.
Content production
A 3-hour on-site shoot delivering high-resolution store and product photography plus short-form video for the launch and the ongoing feed.
Influencer gifting
Curation and outreach to 20 Bali-based fitness, fashion and lifestyle creators — 10k to 100k+ followers, 3%+ engagement — for contra collaborations around the fitness line.
Gym & brand collaborations
Co-branded giveaways with Bali studios including Ritual Pilates, to cross-pollinate audiences that already overlap on the same three streets.
Competitions & giveaways
Multi-brand prize draws with complementary Canggu businesses, kept inside the catchment rather than chasing reach that will never walk in.
Ongoing social management
Strategy, content planning, copywriting, community management and monthly reporting on a tiered retainer after opening night.
Seventy-three percent of the reach arrived in six hours.
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