Steve Madden: What’s The Move?

We were thrilled to support iconic footwear brand Steve Madden on their latest campaign, ‘What’s The Move?’, marking the brand’s exciting re-launch into the Australian market.

We led the charge in identifying and securing four talent for the ‘Steve Madden Squad,’ who served as hero talent and key ambassadors, each embodying one of the campaign’s hero profile personas - Mia Paranihi, Annalise Kokoris, Em Miguel-Leigh and Kristine Achayo.

Our team managed end-to-end talent contracts and negotiations including securing usage rights across all touchpoints from OOH, in-store, digital, social, and e-commerce as well as managing on-going social deliverables.

In the second phase, we supported the brand campaign launch event, managing a high-impact guestlist strategy that brought together Australia’s top-tier media, stylists, influencers, and KOLs for an unforgettable night with Steve Madden, complete with live performances from iconic Australian artists Charley, Anna Lunoe, and Kinder.

The evening unfolded at The Alex in Alexandria, where guests were welcomed into a buzzing scene of flowing drinks and al fresco nightlife space adorned with branded moments including a Steve Madden Hot Dog Station. Dancing the night away, guests embodied the energy of Steve Madden’s latest campaign.

Steve Madden tapped into their brand heritage, bringing all the NYC vibes. With a yellow taxi centrepieces, guests had the opportunity to shoot all their content internally and externally.

The results?

4x talent secured for the brand campaign

120x media, influencers and KOLs in attendance at the Steve Madden What’s The Move? Block Party

218+ pieces of coverage including editorial in the Sunday Telegraph

An event reach of over 21.5M