Foxy's Proper Pub
The party that took over the block.
For St. Patrick's Day, we brought block-party energy to Foxy's Proper Pub with an experiential event built around rotating DJs and a crowd that stayed until close. The RSVP list filled, the line stretched down the street, and creators and guests kept the party circulating through organic posts and UGC. Sales reached nearly $30,000 in a single day, bringing Foxy's a level of holiday momentum it hadn't seen in previous years.
THE ASSIGNMENT
For an Irish-inspired downtown pub, St. Patrick's Day is not a throwaway social holiday. It is the moment when the brand has the greatest permission — and the greatest pressure — to create a complete, memorable experience.
THE INSIGHT
The strongest event marketing starts before the guest arrives and continues after they leave. The campaign needed to connect programming, visual identity, food and drink, creator energy, service details, and real-time content into one recognizable world.
THE BIG IDEA
Build a pub-first St. Patrick's Day experience that feels unmistakably Foxy's: rich, energetic, slightly mischievous, and designed to create content naturally rather than decorating for the camera alone.
MY ROLE
Campaign planning and cross-channel promotional strategy. Creative direction, promotional content, and social and email rollout. Creator coordination and on-site storytelling during the event. Alignment with the Foxy's team so the promoted experience matched the room. Photography, design, DJs, and event operations were delivered with Foxy's staff and collaborators.
THE APPROACH
1. Establish the campaign world and release the first announcement with a clear event promise.
2. Build anticipation through programming, menu details, talent, decor, and behind-the-scenes preparation.
3. Host creators and capture the event in layers: street, room, details, staff, drinks, performance, and guest reaction.
4. Turn the event into a recap and a bank of brand assets for future holiday marketing.
THE CAMPAIGN IN MOTION
Guests and DJs at Foxy's St. Patrick's Day block party.
Guests and DJs at Foxy's St. Patrick's Day block party.
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RESULTS AND OUTCOMES
The event paired nearly $30K in one-day sales with visible demand: a full RSVP list, a line down the street, and a dancefloor that stayed full until close. Organic creator coverage and guest content extended the event beyond the venue and gave the campaign a stream of real reactions, recaps, and social proof.