For millennials and Gen Z - content is everything.
We signed on rising pop-star, Pia Mia to be Fashion Director for the MG brand to create and amplify constant content using Material Girl platforms: Instagram, Facebook and materialgirl.com as well as her own channels, including YouTube, Instagram and Snapchat.
Imbuing authenticity into Pia Mia's connection to the Material Girl brand, we touched on an historic moment in the young starlet's career. It was playing the starring role in a local production of Cinderella where she was bitten by the show-biz bug – the inspiration behind the Spring '17 campaign.
Iconic fashion photographer, Ellen von Unwerth, brought to life a modern-day remix of the classic fairytale, set in a deconstructed mansion in Los Angeles. Pia Mia's star shines bright wearing Spring '17's mini dresses and rompers.
Pia Mia posted a flurry of content throughout the season — turning millions of followers on to the MG Collection and giving them anecdotes about what to wear on date-night, new athletic wear and BTS from her photoshoots.
Assets were utilized in-store at Macy's and on Macy's.com showcasing the newest season with a sexy, flirty twist.
The MG social-first campaign focused on bi-monthly posts from Pia Mia, aligned with strategic business goals, which garnered over 10MM impressions with significant click-through to macys.com.