Challenge
An American brand present in more than 50 countries, Steve Madden continues to expand in the French market, supported by Mars Branding since 2022. With no store of its own in France, the brand relies on activations with strong viral potential to increase awareness, drive digital traffic and boost community engagement.
For this new launch, Steve Madden wanted to bring together 20 fashion and lifestyle influencers for an exclusive evening, designed as a visibility lever on a very tight timeline, right after Paris Fashion Week, in the heart of the Marais.
Solution
Mars Branding designed an immersive evening as a nod to Steve Madden’s heritage: where New York spirit meets 90s nostalgia. A hidden venue in the Marais was completely transformed to immerse guests in a girly pop, retro atmosphere. The experience featured a private showcase by artist Crystal Murray and was captured by Nylon in a behind-the-scenes video in which each guest revealed their favourite Steve Madden pair from the new collection.
The campaign was then amplified across multiple formats and channels, segmented by region and interest to maximise awareness, traffic and retargeting.
Collaboration Nylon
Impact
The results of the evening confirmed the power of the format:
