STEVE MADDEN – “STEVE MADDEN MUSIC”

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Action

To increase awareness of the Steve Madden brand & make it a credible player in the music industry

Ambition

• Launch of “Steve Madden Music” as a creative music platform, playing off Steve Madden’s inspiration from music

• Built 10 high profile & intimate live experiences, part of an integrated marketing program taking place at Steve Madden stores and unique venues

• Identified and aligned the brand with up-and-coming talent and future stars including Katy Perry, Lady Gaga, K’NAAN, Katy B, and Melanie Fiona

• Created branded content for national retail stores & Steve Madden Music website

• Executed comprehensive social media, digital & online publicity campaigns

Impact

20K event RSVPs
Positioned the Steve Madden brand as a legitimate partner & player in the music industry
4K event attendees
10 million media impressions

MEDIA HIGHLIGHTS
Reuters, Billboard, New York Mag, New York

PRESS
“The new Steve Madden campaign will include an unusually immersive in store component. On June 9, the retailer will tape a live performance by Katy Perry at the Steven by Steve Madden store on New York’s Lower East Side.”
Reuters

“Katy B started off her Stateside press run at Le Bain for the kickoff of a Steve Madden sponsored Summer concert series that’ll showcase up-and-coming artists.”
The Village Voice