Mejuri’s latest campaign, Mejuri PLAY, spotlights elevated pieces that empower confidence and reinvention on the court, in the gym, and in everyday life. To celebrate the launch, Mejuri teamed up with Shop to create an engaging community experience featuring the brand’s latest ambassador, tennis player Emma Navarro. The goal: win fans over with an activation full of exciting surprises.
Challenge accepted
Mejuri and Shop had to bring their A-game to solve two big challenges. The first: creating an in-store experience that stands out amidst the hype of an event as highly-anticipated as the US Open. They also needed to figure out how to scale the experience beyond NYC streets to let fans everywhere get in on the fun.
Shop helped amplify PLAY with bold out-of-home and in-person moments that made the retail experience feel bigger and more dynamic.
Their winning strategy
As attendees entered the Mejuri Spring Street store, they were greeted with an engaging surprise: a scratch-and-win card, which gifted them varying amounts of Shop Cash to spend on pieces to build their stacks. Once Emma arrived, along with a few other stars from the tournament like McCartney Kessler, select fans were invited to tap their phones against a customized tennis racquet to unlock even more exclusive gifts from Mejuri in the Shop app.
To scale the activation beyond in-person attendees during the event, online shoppers got extra Shop Cash back on Mejuri purchases made on Shop. So everyone, everywhere had the chance to score.
Watching customers light up as they received gifts from the tennis racquet in Shop was a highlight of the event.
The highlight reel
By blending memorable in-person and digital experiences, Mejuri and Shop became part of the conversation during an iconic moment in sport and fashion—and drove major brand love. Ultimately, the event:
- Boosted Mejuri’s sales on Shop by 5.7x.*
- Drew thousands of visitors IRL, half of which discovered Mejuri for the first time.
- Boosted community engagement and brand sentiment in-person and online.
- Strengthened brand loyalty through uniquely engaging experiences and rewards.
Beyond setting a new standard for how brands can connect with their local and global communities, the duo ultimately created an unforgettable experience that matched—and maybe even rivaled—the excitement of the US Open. Win win.
We're built on the intersection of jewelry, culture, and community—and Shop helped us take that vision to the next level.
*Compared to the previous four weeks