In the fall of 2018, Steve Madden launched a new campaign showcasing their youthful, edgey, and trendy Madden Girl line. The brand wanted to reach Gen Z in a fun and creative way while also supporting Steve Madden’s pursuit of the music industry - specifically the artist EZI, who was recently signed to Steve Madden’s music label.
The InfluenceHer Collective was tasked with engaging influencers and their audiences in a creative way that promoted both the shoe line and the brand’s music ventures. Selected influencers created video and photo content wearing Madden Girl shoes and dancing along to EZI’s hit song “DaNcing in a RoOM”. By amplifying the influencers’ content with geo-targeted digital ads across social media, blogs, and the Her Campus website, our partnership with Madden Girl extended to a much broader audience than it had before.