We knew we had to get introduced to Millennials by the cool kids in fashion, music and art in order to even gain their consideration. We created relationships with Millennials through our popular friends: Refinery29, Protein, SAY Media and Complex by creating content that Millennials devour: beautiful music videos, insider style and travel tips and fashion posts. What was unique is that we held back dollars at the beginning of the campaign to promote the best performing content through our own social channels, and then using paid to inform owned content.

By the end of the campaign we were featured in Vogue, high-end luxury brands from Lanvin to Prada had created Teva knock-offs, the client had tripled the budget, and ultimately sales went up 26%.

Business Goals: We beat the sales goal by more then 2 ½ x.

Goal: 10% increase in sales

Result: 26% growth

Behavioral Goals:

Instagram Follower Increase: We beat their goal by over 2000%

Goal: 30%

Result: 702% growth

Increased YouTube Content Engagement: shifted audience base by more than 2.3x

Goal: 20% growth

Result: Shifted Millennial base to 43% of overall audience

Increased Social Following: Increased following across Twitter and Facebook by more then 3x

Goal: 10% growth

Result: Facebook 48%, Twitter 31%