LITTLE MARINA by Mother New York for Target

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LITTLE MARINA

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Industry Supermarkets
Media Film
Market United States
Agency Mother New York
Released June 2012

Awards

ADC Awards 2012
Advertising Ambient/ Environmental, Large Scale (super-sized Sites, 3-d And Non-standard Shaped Sites, Ticket Barriers, Floor Media, Buildings And Street Furniture, Etc.) - Single Merit

Credits & Description

Type of entry: Titanium and Integrated
Category: Titanium and Integrated
Advertiser: TARGET
Product/Service: MISSONI FOR TARGET
Agency: MOTHER NEW YORK, USA
Advertiser TARGET
Product MISSONI FOR TARGET
Entrant MOTHER NEW YORK, USA
Type of Entry: Titanium and Integrated
Category: Titanium and Integrated
Title: LITTLE MARINA
Advertiser/Client: TARGET
Product/Service: MISSONI FOR TARGET
Entrant Company: MOTHER NEW YORK, USA
DM/Advertising Agency: MOTHER NEW YORK, USA

Describe the campaign/entry
The objective was to generate buzz and mass excitement for the Missoni for Target collection at a time when the media and influencers are overwhelmed by fashion content: Fashion Week!
Our idea was to create the biggest fashion blogger the world had ever seen, but to do this we needed to create a story that people would fall in love with. Months before Fashion Week, a young Italian blogger began posting on tumblr. Her modest blog began to gain followers (including fashion heiress Margherita Missoni), but when she 'leaked' the first look at the Missoni for Target collection the entire fashion scene took note. And when Little Marina finally arrived at NYFW, the fashion world was taken by surprise. She generated big buzz, with hundreds of thousands of on the ground impressions, and countless media stories including interviews in various fashion publications and features.

Results

Marina didn’t just make an impact, she made friends. She had thousands of conversations with influencers and consumers throughout Fashion Week.
Twitter:
(Editor at Large of Harper’s Bizarre)
DerekBlasberg: 61,799 followers
“Barely escaped the Missoni for Target launch with my life. Girls are going crazy. @MMMargerita and the giant @Mariawithstyle were good security.”
(Victoria Secret’s Angel)
Doutzen: 219,138 followers
“You looked fabulous last night girl!! @Marinawithstyle see you soon!”
Marinawithstyle:
@Doutzen Thanks!! You always look great. (Jealous) Let’s hang out soon!
Text:
(732) 312-8866: Where r u now?
Marina: I’m at Lincoln Center. Come say hi!
(480) 205 1776: I like your outfit! What size is it?
Marina: Thanks! It’s Missoni for Target. XXXXXL. Embarrassing.
Aside from building buzz (2.3bn total media impressions), Marina also generated sales. The Missoni for Target collection sold out nationwide in just days and America’s third biggest retailer’s site crashed due to unprecedented traffic on the day of the launch.


Describe the creative solution to the brief/objective.

It took time to manufacture the biggest blogger at New York’s Fashion Week. Here’s how we did it.
Created an online myth:
We began building Marina 5 months in advance on tumblr. She posted daily and earned a modest following. But on the day Marina’s blog 'leaked' the first sneak peak of the Missoni for Target collaboration, she received 90,000 hits and prompted the international fashion press to take notice.
The unexpected reveal:
When Marina arrived at Fashion Week she wasn’t what anyone expected. In fact, she was a 25-foot tall puppet and was styled in a new Missoni for Target outfit everyday. Instead of seeing her as a giant marketing stunt, the fashion community embraced her as one of their own.
Inspiring interaction.
Speaking through her social media channels, Marina was able to influence the Fashion Week conversation. She was a real-life, real-time, tweeting, texting and blogging doll who held thousands of conversations with fashion’s front row.