Author Jessica Bennett of HarperCollins, an NYT Technology Columnist, wanted to host a massive “feminist wedding” party to celebrate the launch of her new book.

Partnered with Good Peoples to bring over 450 people to Red Hook, Brooklyn for a unique, social media-oriented event featuring dozens of powerful influencers, a guerilla street art campaign, and live musical entertainment. Feminist vendors and on-site book sales provided additional monetization opportunities.

Targeted social media posts from “Feminist Fight Club” attendees reached thousands of girls across the country. GIFs from the event, created in strategically-placed photo booths, generated over 15 million views on the GIPHY platform. Several hundred books were sold, too.