Reinventing a classic to reach new Gen Z audiences
Reinvigorate the Steve Madden brand for a new generation of young consumers, and drive mass awareness of hero shoe styles.
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.
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.
+240% rise in brand mentions on social
+20% E-COMMERCE VISITORS AT LAUNCH
+60% net new visitors