The Essence
Marimacho, an amazing clothing brand for the unconventionally masculine, came to us with a very well-define brand and a solid following. Our challenge was to produce a PR campaign for their Spring 2013 Collection that would appeal to mainstream media, Latino media, indie, and LGBTQ media on Marimacho’s own terms.
The Approach
The name of the game for this campaign was niche experiences, whereby we created micro-campaigns within the larger campaign to deliver a targeted but seamless message. To expand the brand’s appeal, we attached our beauty clients with longstanding legitimacy in the fashion and beauty industry to the project. We also created new partnerships with brands like Los Perros Locos to incorporate elements of general appeal. Ultimately, we achieved an event that was both high-fashion and gritty. Hot dogs, beer, and exquisite fabrics? They absolutely go together in our campaigns.
RESULTS.
ABC News
Cosmopolitan
Auto Straddle
Edge On The Net
Dapper Q
Fashionista
Refinery29
Yahoo News
She Wired
Edge NY
El Diario
Remezcla
Take Part
The Frisky
Colorlines
