Express came to MI&C to create a digital-first Holiday campaign that aligned the Express brand and product to the lives and seasonal interests of their current, and target consumer. Their goal — establish brand values that will resonate with the target consumer and generate excitement about the brand, product and values across social, measured by social engagement, conversations and site traffic.
MI&C developed a storytelling video content series and social campaign called “The Expressionists” featuring a cast of five influential and culturally relevant entrepreneurs. Utilizing a strategic approach, MI&C took the brand through a step-by-step process of discovery.
Through audience analysis and social listening, MI&C identified “career achievement” as a driving passion amongst Express’ target audience. Applying authenticity to the insight, MI&C guided the brand as it pivoted away from commonplace interpretations of entrepreneur-ship and success, to telling stories that were unique, aspirational, and applicable to their audience’s interests and values.
MI&C then produced multi-platform content including long-form docu-videos, short form social video and still photography. The storytelling was unique, responding to audience behaviors across platforms.
“The Expressionists” cast generated excitement for the campaign by making announcements via their social channels, posting content and engaging with fans. MI&C delivered paid media and distribution strategy for Express’ internal team to execute.
The work resulted in an extremely authentic campaign, where consumers saw themselves reflected in brand creative, igniting positive sentiment and conversations around size and racial diversity on Express and talent social channels. These posts outperformed Express’s day-to-day social content, with over 260,000 total engagements across Express’s O&O channels; Instagram, Facebook and Twitter. “The Expressionists” cast also generated a frenzy of engagements, with 200,000 engagements across their own social platforms, often outperforming their own organic content.