The Stockholm (Sweden) based women’ fashion brand Odd Molly wanted to energise the Australian market after several years of inactivity. With the ambition to identify trendy fashionistas that resonate with the brand persona 12 profiles were invited to the collaboration. The profiles were tasked to highlight their own personal favourites from the upcoming Tribute spring collection.
Influencers were selected based on their style, reach (audience demographics), and engagement. Influencers were invited to choose their favourite item from the Tribute collection and tasked to upload a high-quality photo of them wearing the selected garment whilst conveying the Odd Molly spirit. To strengthen the campaign, profiles were required to include a personalised, trackable discount code that was shared with their fans. This resulted in 12 unique posts promoting different items of clothing from the Tribute collection and have proven to have put Odd Molly back on the Australian women fashion map. TO BE CONTINUED…