MIU MIU MIUTINE
Description
OBJECTIVE
To activate a paid campaign with a range of local tastemaker creators, generating awareness and excitement for Miutine among a Gen-Z audience, while preserving the brand's carefree spirit and aspirational, high-fashion positioning.
STRATEGY
Talent was selected against clear criteria: local lifestyle "cultural slashers" shaping the taste of tomorrow – warm, expressive, intelligent and layered, part of the contemporary scene that sets trends rather than follows them.
EXECUTION
We partnered with a range of creators who embodied Miu Miu's carefree, youthful brand image, generating excitement and desirability among their trusted audiences, while sustaining the brand's aspirational, high-fashion positioning through high-quality, inspiring content.
IMPACT
The campaign partnered with 15 carefully selected creators, successfully driving awareness and anticipation for the Miutine launch among Gen Z consumers. Collectively, it achieved over 33 million in reach, an average engagement rate exceeding 3%, and generated more than £2 million in earned media value (EMV).
