Michael Hill

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Michael Hill designs with care to create jewelry that is unique, elegant and personal. The multinational jeweller offers beautifully crafted pendants, rings and earrings to celebrate life’s special moments. Michael Hill is based on Australia, but operates more than 300 stores in Australia, New Zealand and Canada.

Services Offered

Campaign development, influencer marketing, public relations, events marketing, media buying and Chinese marketing strategy development.

The Objective

Popcorn is the public relations Agency of Record for Michael Hill in Canada. One of our recent initiatives was to host an event for media and influencers with the goal to increase the brand awareness of Michael Hill within the Toronto area.

What We Did

We started by surprising the attendees with an invitation package that included a stunning box of diamond engagement rings. This generated quite the buzz on Instagram Stories with their unboxing videos. The event began at a Michael Hill store in Yorkdale, where attendees got to interact with each other and the merchandise. We then made our way to Ladurée to enjoy a catered dinner while learning more about the company’s history and products.


There were over 200 Instagram stories generated that evening from a guest list of 20 attendees. In the days and weeks that followed several more posts and stories surfaced on social media. The event was also covered in Wedluxe and Wedding Bells, just to name a couple of many media hits. The total reach for the event was in the millions.