Melissa Pop Influencer Campaign

Melissa POP is a collection that dropped for the Fall/Winter ‘20 season that highlights seven styles that have become Melissa Shoes classic throughout the years.

For the launch of the collection each market was responsible for an influencer seeding campaign.

Brief:

Design and curate press kits to send to U.S. based influencers and celebrities to promote the Melissa POP collection on social media through posts and stories. This was not a paid influencer campaign, all posts were organic.

Approach:

Influencer Outreach: Use the list of celebrities and influencers relationships that I have already curated and maintained. For seeding prospects, I reached out to influencers and celebrities via social media direct messages. For the chosen celebs and influencers, I chose which shoes were the best for their individual personal styles.

Package Design: The Melissa POP campaign assets were created by the headquarters but were provided to the distributors to use as they wish. I chose to create a press kit using all sustainable materials. The materials included a letter explaining the premise of the campaign and the meaning behind #BeExtraOrdinary, stickers that they could use on their laptops, water bottles, journals etc., and custom packaging tape that showcased the slogan “Be ExtraOrdinary.” I created a package design that would be aesthetically please to “unbox” on social media channels.

Results: We sent 32 press kits with the potential of impressions to over 10 million followers on instagram.