Brand | MAX FASHION |
Product/Service | FASHION RETAIL |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Use of Social in a PR Campaign |
Idea Creation
|
LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
PR
|
MEMAC OGILVY PR Dubai, UNITED ARAB EMIRATES
|
Production
|
MILKSHAKE MEDIA Dubai, UNITED ARAB EMIRATES
|
The Campaign
Max, a fashion brand for real people, stepped in to help change fashion from something they fight over, into something they bond over. We got them to start #FashionBonding
Execution
Our social experiment that went viral let a real mother and daughter dress each other for a few days. It helped the mum realize she should accept her daughter’s style. The film started a conversation about the influence mothers have over their daughters. It inspired one influencer to question the mini-me trend on social media, where mothers dress daughters to match their outfit. The fashion community picked up the conversation and it was becoming obvious daughters needed more freedom. We saw an opportunity. We auditioned mothers and daughters to take part in our fashion show for real people. Hundreds auditioned for the first fashion show to use real mothers and daughters on a catwalk. They all agreed to give daughters the freedom to choose their own outfits from our collection. It was the perfect stage for mums to let their little princesses grow up into their own fashion queens.
24.9 million social media impressions
6.5 million views
30% engagement rate
$1 million worth of free coverage
The Situation
The campaign leveraged different traditional and social media to amplify our message. Our message was spread through a film on social media, which started a conversation that was amplified by influencers. This was followed by an event receiving PR coverage.
The Strategy
Mums love dressing up their daughters like princesses. But the fairytale always comes to an end when daughters grow up and develop their own styles. It’s not a smooth transition of power. If we wanted to get daughters to continue shopping with their mothers at Max, we had to do something.
Credits
Bechara Mouzannar |
Leo Burnett |
Chief Creative Officer |
André Nassar |
Leo Burnett Dubai |
Executive Creative Director |
André Nassar |
Leo Burnett Dubai |
Art Director |
Samer Zouehid |
Leo Burnett Dubai |
Senior Copywriter |
Hana Kawalit |
Leo Burnett Dubai |
Art Director |
Guido Mercati |
Leo Burnett Dubai |
Regional Social and Digital Director |
Rasha El Ghoussaini |
ARC Dubai |
Group Communications Director |
Raja Sowan |
ARC Dubai |
Managing Director MEA |
Dev Vaswani |
Milkshake Producer |
Producer |
Sami Moutran |
Memac Ogilvy Public Relations Dubai |
Public Relations Director |
Jai Tolani |
Memac Ogilvy Public Relations Dubai |
Public Relations Group Account Director |
Lara Mneimneh |
Memac Ogilvy Public Relations Dubai |
Public Relations Senior Account Executive |
Ejaz Mahmood |
Memac Ogilvy Public Relations Dubai |
Public Relations Account Executive |
Links
Video URL