Context
Steve Madden is an American fashion brand with a presence in 50 countries. It was one of the first fashion brands to be publicly listed. In 2020, the brand reported a global revenue of $1.2 billion.
Steve Madden began its communications in France in 2022 through the agency Mars Branding and has no physical retail stores in the country. The brand entrusted Mars Branding with its public relations and relies on the agency to boost its awareness and visibility across the French market.
Challenge
To celebrate its 50th anniversary, Cosmopolitan magazine exclusively booked the Mob House hotel to invite 200 readers to meet the editorial team, partner brands, and influencers during 24 hours of festive pajama parties.
As part of developing its press relations, Steve Madden entrusted us with organising and managing the brand’s presence at the event.
Solution
Aiming to capture the attention of as many readers as possible, as well as the Cosmopolitan editorial team, Mars Branding implemented a relevant and interactive event activation that lasted throughout the evening.
The brand-themed “ticket booth” offered the chance to win five pairs of Steve Madden shoes over the course of the night.
Running from 7pm to 1am, this activation allowed all attendees to immerse themselves in the world of the brand.
