Challenge
An American brand present in over 50 countries, Steve Madden has been expanding its presence on the French market with the support of Mars Branding since 2022.
With no physical retail store in France, the brand relies on high-impact, shareable activations to build awareness, drive digital traffic, and boost community engagement.
For this new launch, Steve Madden aimed to gather 20 fashion and lifestyle influencers for an exclusive evening event, designed as a visibility driver and executed within a tight timeline, right after Paris Fashion Week, in the heart of the Marais district.
Solution
Mars Branding designed an immersive evening inspired by Steve Madden’s heritage : a meeting point between New York spirit and 90s nostalgia.
A hidden venue in the Marais district was completely transformed to immerse guests in a girly pop, retro atmosphere. The experience was punctuated by an intimate live performance from artist Crystal Murray, and captured by Nylon through a behind-the-scenes video in which each guest revealed their favourite Steve Madden pair from the new collection.
The campaign was then rolled out across multiple formats and channels, segmented by region and interest to maximise brand awareness, drive traffic, and support retargeting strategies.
Nylon Collaboration
Impact
The event’s results proved the power of this activation format :
