FENTY
fenty
brand launch ft. RIHANNA
Objective
GENERATE EXCITEMENT FOR FENTY’S DEBUT, RIHANNA AIMED TO MAKE A MEMORABLE STATEMENT DURING NEW YORK FASHION WEEK.
Campaign
IN THE HEART OF NEW YORK’S FASHION SCENE, WE UNVEILED A GROUNDBREAKING INTERACTIVE INSTALLATION: THE CUSTOM “SEE YOURSELF IN FENTY” MIRROR BILLBOARDS, FEATURING TWO SIDE-BY-SIDE STREET-LEVEL DISPLAYS. THIS UNIQUE SETUP OFFERED FANS AN IMMERSIVE EXPERIENCE, DEEPENING THEIR CONNECTION WITH THE BRAND.
Results
THE CAMPAIGN IGNITED A FRENZY, RACKING UP NEARLY 600,000 DIRECT IMPRESSIONS AND AN ASTOUNDING 300 MILLION EARNED IMPRESSIONS, DRIVING UNPRECEDENTED ENGAGEMENT AND EXCITEMENT AROUND THE LAUNCH.
Key Facts
Formats
DEDICATED WILD
Markets
NEW YORK
“MilkMoney’s been great! Their ad helped us find the perfect inventory in the exact locations we needed, creating the impact we wanted to help establish the FENTY brand”
Head of Marketing
FENTY
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