Steve Madden

Reinventing a classic to reach new Gen Z audiences

The Ask

Reinvigorate the Steve Madden brand for a new generation of young consumers, and drive mass awareness of hero shoe styles.

The Strategy

Create a first-of-its-kind digital avatar experience using virtual talent as the new faces of Steve Madden, and amplify across media channels to highly engaged Millennial and Gen Z audiences.

The Results

An innovative global campaign that tapped into the target audience’s affinity for nostalgia: a reinvention of Steve Madden’s iconic 90s “Big Heads” campaign, featuring five highly relevant virtual talent avatars. The campaign was broadcast through multiple consumer touchpoints—including social, OOH, AR try-ons, dedicated microsite, interactive filters and earned press.
Contact

108M IMPRESSIONS

+240% rise in brand mentions on social

+20% E-COMMERCE VISITORS AT LAUNCH

+60% net new visitors

11% Engagement

On sponsored content

COMPARED TO ~2% ORGANIC INSTAGRAM BENCHMARKS