To create brand awareness and hype around footwear label Steve Madden’s recent launch in Australia; TMC piggybacked off Australia’s biggest music festival Splendour in the Grass and sent out to a number of high-tier influencers a ‘SITG Survival Kit’.
The mailer included Steve Madden shoes and accessories, as well as a variety of sponsored products, sourced by TMC such as Scrunchies O scrunchies, Manicare Sensi-Scrub Body Brushes, Lady Jayne Hair Brushes, Bondi Boost Dry Shampoo, Glitter tribe Face jewels, Sparkling White Smile On-the-Go Packs and Ardell Fake Eyelashes.
Over 20 social placements resulted from the Survival Kit send out hitting a total reach of 1,994,200, with influencers such Erin Scott Beauty, Ella Van Seters, Natyse Chan, Yasmin Deborah and Gabriella Smith posting across their socials.
In support of this creative mailer send out, TMC engaged with five influencers over the course of the Splendour in the Grass weekend to create ‘festival-ready’ content, that could be used across Steve Madden’s social accounts and position the brand within the 18-25 demographic.
These influencers included Jessie Khoo, Tori Levett, Karina Hunt, Karina Chorley and Flex Mami, who had a combined following of 416,500 and reach of 1,137,600.