Isla Hennes -
Isla Hennes -
The Woobles: Pierre’s 5th Birthday Party
How an online-only crochet brand drew 3,000 people to a Manhattan pop-up, with zero paid media.
Scope of work
Experiential Pop-Up
Event Production & Set Design
Content Capture
Overview
The Woobles sells DIY crochet kits online. In five years they built an ultra-passionate community in the crafting category without ever occupying a single square foot of physical space. For their fifth birthday, Good Kids was brought on to find out whether that online devotion would translate to real-world turnout, with one defining constraint: zero paid media.
Deliverables
To create an experiential pop-up in their flagship Eaton Center location promoting their new Spring/Summer 2023 collection, Isla Hennes.
Our objective
Surprise and delight customers shopping at the H&M Canada Yonge/Dundas location while providing key information about the new collection.
THE HYPE
Building up to the event
With zero paid media, the lead-up had to do all the heavy lifting on its own. No promoted posts, no influencer fees, no ad spend of any kind, all within a very limited budget. The bet was simple: build something so worth attending that The Woobles’ community would find it, line up for it, and document it without ever being asked.
THE BUILD
A love letter to crafting
Pierre’s 5th Birthday Party was conceived as a love letter to crafting, built by the people who do it. With ten weeks and a budget under six figures, local New York artisans, tradespeople, and stage artists constructed every element by hand.
Guests walked through a walk-in Wooble museum tracing the brand’s five-year history, past crochet yarn chandeliers and a 64-foot interactive coloring wall, into friendship bracelet DIY stations, a birthday cake popcorn and Mio beverage bar, and the debut of Cross Country Pierre, a new character extending the brand into physical storytelling.
the botanicals
The space was the media plan
The communications strategy was built entirely on organic reach. No paid media. No influencer fees. No promoted posts. Good Kids designed the experience to generate its own content engine, so attendees became the distribution channel, capturing and sharing every detail because the environment made it impossible not to.
THE PROOF
Turning the curious into believers
Pierre’s 5th Birthday Party proved that a DTC crafting brand with a devoted community can generate the kind of real-world cultural moment usually reserved for fashion drops or tech launches. No gimmicks. Just real fans, real joy, and a space built to honor why they showed up. As Good Kids CCO Steve Rock put it, this was a love letter rooted in the joy of crafting, color, and community, built to unite fans and turn the curious into believers.
the results
From iPhone screens to a city block
Three thousand people lined up in Manhattan for a crochet kit pop-up with zero dollars in paid media. Not Supreme. Not Jordans. Yarn.
The event generated over 250,000 organic online views, more than 100,000 likes, and 15,000 comments and growing, all organic. The Woobles saw a measurable spike in site traffic, social following, and brand search volume in the weeks that followed. One brand went from living in the real estate of iPhone screens to occupying a New York city block, all for under six figures.
3,000
991
ENGAGEMENT
495
SESSIONS
Scope of work
Creative Direction
Creative Production
Staffing
Event Design
Equipment & Logistics
Construction & Fabrication
The GOOD KIDS achieved the above with the help of our incredible team of partners: We would like to thank the following for making this possible: H&M, Claire Varty, Grow and Bloom, Cotton Candy Events, Myselfiemirror.ca
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Frequently asked questions
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The cost of a corporate or media event can vary based on the event size, location, and complexity. We work within your budget to create an experience that meets your objectives. Whether it’s a Toronto-based trade show or an influencer event in Los Angeles, we ensure you get the best value without compromising on quality. Our work with Mountain Dew Court Vision at NBA All-Star Weekend in Toronto balanced creativity with budget-friendly solutions, delivering impactful results.
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What our client have
to say about us
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Working with Good Kids is a breeze. They creatively executed their vision perfectly for H&M events across North America.
Mario Moreno Sears
Head of H&M Loyalty Program
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Good Kids are geniuses. They helped shape the exact voice we needed, and designed beautiful creatives for my brand.
Kat Von D
Entrepreneur, Style Icon
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Good Kids combined innovative strategies with a deep understanding of marketing that lead to increases in donations.
Amanda Coleman
Marketing, Big Brothers & Big Sisters
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Good Kids combined innovative strategies with a deep understanding of marketing that lead to increases in donations.
M Ramson
Events Manager, RGA
