The objective was to generate buzz and mass excitement for the Missoni for Target collection at a time when the media and influencers are overwhelmed by fashion content: Fashion Week!

Our idea was to create the biggest fashion blogger the world had ever seen, but to do this we needed to create a story that people would fall in love with. Months before Fashion Week, a young Italian blogger began posting on tumblr. Her modest blog began to gain followers (including fashion heiress Margherita Missoni), but when she 'leaked' the first look at the Missoni for Target collection the entire fashion scene took note. And when Little Marina finally arrived at NYFW, the fashion world was taken by surprise. She generated big buzz, with hundreds of thousands of on the ground impressions, and countless media stories including interviews in various fashion publications and features.

We were challenged with generating buzz and mass excitement for the Missoni for Target collection at a time when the media and influencers are overwhelmed by fashion content: NYC Fashion Week.Our idea was to create the biggest fashion blogger the world had ever seen, but to do this we needed to create a story that people would fall in love with.So, months before New York Fashion Week, a young Italian blogger from a small northern town began posting on tumblr. Her modest blog began to gain followers (including fashion heiress Margherita Missoni), but when she “leaked” the first look at the Missoni for Target collection the entire fashion scene took note. When Little Marina finally arrived at NYFW, the fashion world was taken by surprise by the 25-foot Missoni-clad fashion blogger that was the face of the blog and also who made pop-up appearances from Times Square to a Fashion Week blogger conference.She generated big buzz, with hundreds of thousands of on the ground impressions, and countless media stories including interviews in various fashion publications and features in The Wall Street Journal and Good Morning America.

WWD“Marina, a young girl from Varese in northern Italy…”The Independent“new tumblr blog All The Way Up Here, written by… Marina” People“Visit her tumblr…”Glamour“We have been following… obsessively” Little Marina attracted 1,033 fashion savvy followers to her Twitter account in one month, who joined the conversation by re-tweeting or hash tagging Little Marina generating over 2.5 MM Twitter impressions. The Wall Street Journal“How big is Missoni going to be at New York Fashion Week? Twenty-five feet.”Glamour“…dressed in the biggest pair of Missoni tights we've ever seen, wielding a giant iPhone to capture all of the action at the party”International Business News“Marina, literally the biggest blogger in the world…”