This week on The Brief we have an interview with John Earl, founder of label Johnny Cupcakes, thanks to The Works. Earl was recently in Sydney for the seminar Movers & Bakers hosted by the independent advertising agency.
Johnny Cupcakes has used experiential marketing to grow the brand into an international success by hosting pop-up stores and public pranks to get people talking. This, along with the novelty design of his shops, single print runs and limited-edition t-shirt lines has seen a dedicated community of customers grow around the expanding clothing line.
Watch the video to hear Earl’s perspective on why experiential marketing is becoming even more important with the rise of online retail, and how to create a following around your label.