As Lucky Brand was undergoing new leadership, creative direction, and updating their in-store experience, they also engaged my agency to reassess their current sound. I led the team as we developed a Music Branding Strategy for the brand that defined their soundDNA® and laid the groundwork for music branding programs and initiatives.
Lucky Brand executed several music activations that the new strategy supported, including the installation of new custom curated in-store soundscape designs into all 220 Lucky Brand retail locations. The music was hand-picked each month.
In addition, my team sent journalists on behalf of the Lucky Brand to cover Austin’s SXSW music festival. Content from SXSW included written reviews and daily recaps, images from the festival with an editorial focus on fashion trends, and video interviews with artists. Lucky shared their exclusive SXSW content with their fans on Twitter and Facebook. Lucky Brand’s Facebook reach experienced a 20% lift during the week the SXSW coverage was posted.