Steve Madden

The Factory, the first-ever fragrance by Steve Madden, is comprised of five unique fragrances each representing a celebrated facet of the Steve Madden girl. An opportunity to create a larger brand moment and position Steve Madden as a lifestyle beyond shoes, MI&C leveraged the grit and edge of the #GenSteve campaign to bring The Factory to life while tapping into fragrance as a representation of how personal style shifts day-to-day with every mood, vibe, and feel.

To deepen Steve Madden’s relationship with their #GenSteve audience and bridge the gap to The Factory fragrance, we created an immersive, multi-layered, on-and-offline brand experience in the days prior to launch. This event reflected the rebelliousness and grit of their audience while establishing their connection to The Factory with a curated, art installation that embodied the 5 unique fragrances and the moods/personas they represent.

The campaign consisted of a pop-up to preview and purchase the fragrances before launch, an influencer gifting activation, and a social campaign that reached 2.7 million consumers. Understanding that innovative ways to use each platform boosts engagement, we leveraged high-performing formats like Instagram Live to create a 12-hour livestream behind the scenes of creating The Factory. Viewers got a sneak preview of the five artists installing their work, building anticipation of the event and the fragrance launch. Engagement surpassed 13k while driving +7.7 million impressions during the event.