Our goal was to create an engaging campaign that was as raw and beautiful as McQueen's art. We strove to create an emotional connection with audiences by giving an inside look at his provocative work and fascinating life.
Our strategy was to immerse fans in Lee Alexander McQueen's world of artistic genius. From dual exposure character cards on mannequin busts, to quote cards inspired by his morbid fascinations, to visually striking carousels of his most infamous runway shows, we gave audiences a glimpse into the all the stages of his fashion career.
Accolade pieces paired with his most provocative work, timely quote cards that aligned with Pride Month, and custom typographic ambigrams all helped inspire our audience to get passionate enough to share their stories about how Lee Alexander McQueen impacted their lives.
We also used strategic social listening and a suite of custom content to engage with audiences through thought-provoking polls, daily custom reactive messages, poignant quotes, and expressive GIFs.
In the end, we created a campaign that stayed true to McQueen's artistic vision while remaining respectful of all he went through.
TOTAL ENGAGEMENTS: 3.9M
TOTAL IMPRESSIONS: 11.1M
TOTAL MEDIA VIEWS: 3.5M
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