Athena Club
Experiential Concepts · Campaign Strategy · Pitch Deck
BRAND Athena Club
ROLE Concept, Strategy & Pitch Deck
MARKET New York City & College Campuses
DATE Summer – Fall 2026
Three original activation concepts I developed for Athena Club, a body care brand I’ve used for years. Each one takes something their customers already do, from layering scents to stocking a dorm shower caddy, and turns it into a reason to show up in person.
3
audiences: SoHo shoppers, college freshmen, NYC creators
3
original activation concepts
1
existing campaign extended: Somewhere Sweet
The Opportunity
Built From the Brand’s Own Signals
I spent weeks going through Athena Club’s content, product drops, and campaigns like Somewhere Sweet. Two things kept coming up: customers were already layering scents on their own, and the brand’s playful, sweet aesthetic was made for real-life moments that don’t exist yet.
Athena is already in Target and already has a loyal following. What it doesn’t have is a signature experience. These concepts fill that gap, each one aimed at a different audience.
The Concepts
Three Ways In
Athena’s Auras · Aura-reading pop-up, SoHo NYC
Guests step into a photo booth and have their aura captured on camera. Each aura reveals two colors, matched to the two Athena scents closest to them, with a scent bar beside the booth holding the full lineup. Two photos print: one to take home, and one for a growing aura wall on site. Why it works: aura content is already trending, so guests arrive ready to post, and pairing existing scents means no new product is needed.
Move-In Made Sweet · Campus activation, move-in week
Freshmen stocking their dorms for the first time get a mini shower caddy to fill with Athena minis, plus a follow-to-spin prize wheel. The Athena ice cream truck returns as a matcha bar, with cream tops flavored like the scents. It targets influencer-heavy schools like USC, UCLA, and U Miami, and extends Somewhere Sweet to a new audience. Why it works: it joins a habit students already have and reaches them before their routines are set.
Golden Hour · Invite-only creator rooftop, NYC
An invite-only rooftop for NYC body care and self care creators, spotlighting Athena’s sunset scents: Salted Sunset, Solar Muse, Golden Vanilla, and Banana Sunmilk. Scent stations and branded champagne, timed so golden hour light does the work in every photo. Why it works: a curated creator list turns product seeding into content and gives the summer scents a campaign of their own.
AI-generated concept visuals
How I’d Measure It
What Success Looks Like
Athena’s Auras: tagged aura photos posted (UGC volume), purchases from scent bar samplers through a pop-up-only QR code, and which scent pairings people request, as a signal for future bundles.
Move-In Made Sweet: followers gained through the follow-to-spin wheel, caddy pickups per campus, and Target sales near participating campuses during move-in week compared with the year before.
Golden Hour: creator posts and total reach against event cost, compared with what that reach would cost in paid influencer fees, the share of creators who post without a paid deliverable, and summer scent sales in the 30 days after.