Challenge
Well-known surf brand Roxy was looking for a way to increase its clout in the world of fashion and gain recognition for the design of its upcoming spring and summer swim collection. As a deeply authentic brand, a legitimate and well-suited partnership was needed to tell the story to the right audience.
Solution
To launch the collection to the forefront of the crowded swimwear field, Mfa pinpointed the ultimate influencer to tell Roxy’s story – Jenny Bernheim’s Margo & Me. With the storyteller locked in, the scene was set by partnering around Coachella. An Instagram take-over and editorial blog feature took advantage of the significant buzz and fashion scouting around the cultural moment in time that the music festival has become.
Results
The Instagram take-over images offered differentiated content for both @roxy and @margoandme, with the channels garnering a total of 76k likes. A beautifully executed editorial piece reached one million followers. In addition to the social play, both entities posted blogs that increased brand awareness amongst the targeted fashionista and Millennial female target demographics.
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