Launch Bendon’s range of Heidi Klum branded lingerie globally on a tiny $250k budget. We had to maintain the retail distribution and customer base secured when the brand was fronted by Elle Macpherson, but also needed to reach a new, younger demographic.
Heidi was known for looking good in underwear. She wasn’t known for making underwear. We had to reassure loyal customers of the previous Elle Macpherson range that the new Heidi Klum brand was the same product, with a new name (i.e.
it would t just as well). At the same time, we needed to reach a whole new demographic and present the Heidi Klum brand as a new product.
Strategically using different platforms to speak to different audiences. At in-store point of sale, we reassured previous Elle Macpherson customers that it was the same product, just with a new creative director. Meanwhile, we reached a whole new demographic with a piece of branded content that doubled as a product demonstration. We created a partnership between international pop star, Sia, and Heidi Klum. Heidi Klum starred in her music video "Fire Meets Gasoline" with Game of Thrones star, Pedro Pascal. From this music video, new customers were driven to online points of purchase.
$0 in paid media
Total production costs, including music rights, $250K
110 million views and counting
Over 116k posts on social media
Top 3 most watched branded content in the US
Awarded a Bronze CLIO award for the success of the campaign and voted by US Creative Department readers as Ad of the Week
This project was completed with a team during my time at cummins&partners advertising agency. I contributed to the creative development of the idea through research and brainstorming. I also monitored and evaluated search and web traffic generated by the music video. In addition, I was tasked with writing, storyboarding, and creating the video case study at the top of this page.