"To put that into context, Instagram and industry average engagement rates are two percent to four percent, so the fact that this was 18 is phenomenal. From a brand perspective, Megan is a true archetype. She built her career on being bold, confident and self-made. She's doubling down on a partnership that's already proven it can move the needle with Gen Z, and turn into cultural heat, which drives new customer acquisition and brand loyalty."
"Our media plan is around digital-first. You'll see us across different streaming platforms, high impact video takeovers, and an incredible video that features one of Megan Thee Stallion's songs. We've doubled down on paid social, so you'll see this on Instagram, Tik Tok and Snapchat. We'll be doing digital out of home in two spring break locations."
True Religion has initiated a multi-chapter marketing campaign with Megan Thee Stallion and Key Glock showcasing the spring collection. Megan, a three-time Grammy Award winner with nearly 60 million social media followers, currently stars in Broadway's Moulin Rouge. Key Glock represents the men's category, wearing distressed denim and elevated active sets. A previous 2024 collaboration with Megan achieved an 18% Instagram engagement rate, significantly exceeding industry averages of 2-4%. True Religion's chief marketing officer emphasizes Megan embodies the brand's archetype through boldness and confidence. The campaign spans three phases across April and May, utilizing digital-first strategies including streaming platforms, video takeovers, paid social media, and digital out-of-home advertising.
#celebrity-marketing #fashion-campaign #social-media-strategy #gen-z-engagement #digital-advertising
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