When we launched a little over a year ago, we had targeted the higher education market with workshops and content for early-stage entrepreneurs. At this time, our domain was set to www.lighthouse.ac to reflect the educational nature of our products and higher education targeting.
Hana Lee founded Melixir in 2017 to develop healthy, sustainable skincare products that are plant-based without any toxic chemicals. The company had successfully launched in South Korea, and by 2019 was available in the United States as well through the company's own website and through the Urban Outfitters online store. Hana and her team were planning to expand their activities in the United States, and they identified the Bay Area as their first foothold with US consumers. Hana had participated in YCombinator in her past role at Memebox and so was already familiar with customers in that region. How would they strategize their event to drive brand awareness?