TIMING: November 2018

GOAL: To increase awareness leading up to Black Friday and to position BCBGMAXAZRIA as one of the first brands to own the Thanksgiving time period through a viral holiday with top-tier influencer talent.

Co-Direct Event Concept & Curation
Influencer Selection & Management
Content Direction, Approvals, & Deliverables
Cause Marketing

ABOUT: BCBGMAXAZRIA added a unique flair to a traditional Thanksgiving holiday by hosting its first-ever Friendsgiving event in West Hollywood. Host Olivia Culpo was joined by top influencers Marianna Hewitt, Lauren Gores, Melissa Alatorre, and Paola Alberdi for an evening of festivities. Activations included autumn wreath-making, mixology classes, and preparing hot meals to donate to Meals on Wheels before sitting down for a gourmet meal curated by Sweet Laurel Chef Claire Thomas. All influencers were provided an on-set BCBGMAXAZRIA wardrobe and a private photographer to dream up multiple outfit changes for a vast array of content shared to their social channels.

ACHIEVEMENTS: The one-day event boasted 140M+ impressions and exceeded Black Friday & Cyber Monday sales projections by 12%.

TOP PRESS: Elle, E! Online, The Zoe Report, W Magazine (Feature 22).

Event Imagery

Influencers promoted each BCBGMAXAZRIA outfit across their social channels including links to curated shops of their head-to-toe looks.