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Special Project

Special Project
From the 11th Annual Shorty Awards

Launch of Savage X Fenty – Lingerie by Rihanna

Audience Honor in Fashion


Music and fashion icon Rihanna embarked on her newest venture: lingerie designer. Inspired to create a line of intimates that complements a variety of shades and shapes, Savage X Fenty celebrates fearlessness, confidence, and inclusivity. In partnership with a team assembled from the industry's elite, the label is braced to disrupt and redefine the marketplace with its accessible price point and extensive assortment.

"My vision for Savage X has always been inclusivity, has always been having women feel confident and expressing themselves through a little lace, a little corsetry, a little T-Shirt bra."

- Rihanna

Strategy and Execution

From the outset, Savage X Fenty has focused on a social and digital first view of marketing the brand. The launch of the brand in May 2018 was no exception. The entire pre-launch and tease strategy took place on Instagram, in a very focused and controlled partnership with Rihanna.

The launch strategy centered on creating an air of mystery and intrigue around the brand. The team crafted a focused tease strategy that started one month prior to launch, with an ambiguous Instagram post shared by Rihanna (@badgalriri). Rihanna then followed the verified @savagexfenty Instagram account which had no profile photo, content, followers, bio, or link in bio and was following just one account (@badgalriri). It was an effective and relevant way to begin bringing the brand to life. The team was very thoughtful of who this brand would appeal to and a focused the launch strategy on how this audience would be enticed and intrigued.

After the successful tease, the full pre-launch and launch strategy was rolled out on Instagram and online ( with innovative creative, celeb and influencer partnerships, strategic paid media placements, focused PR outreach and event execution, and key OOH placements to make an extra splash.


The pre-launch tease lead to large volumes of conversation and excited speculation on social media, along with the @savagexfenty Instagram account reaching 17,000 followers in 24 hours with zero content to speak of and an account completely devoid of information.

The two weeks post launch generated an impressive number of PR and social media impressions, with overwhelmingly positive sentiment from consumers and media alike. It was a huge win for everyone at Savage X Fenty and a testament to the hard work and thoughtful execution of the entire strategy.

The team exceeded goals and expectations with the launch of the brand, and they continue to push the boundaries of what marketing in a digital world means.


Video for Launch of Savage X Fenty – Lingerie by Rihanna

Entrant Company / Organization Name

Savage X Fenty - Lingerie by Rihanna


Entry Credits