To celebrate the 30th anniversary of sustainable fashion brand Meg, I developed a campaign highlighting the longevity of the brand and the personal stories that have shaped it over the past three decades.

Rolled out over one month, the campaign included the drop of limited edition ‘I Heart Meg’ merchandise, a merch giveaway on Instagram, a social strategy featuring interviews with the founder reflecting on the past 30 years of the brand, and an influencer strategy with sponsored posts.

The campaign concluded with an in-store event at the flagship store in Boerum Hill, Brooklyn, with over 120 attendees.

The event included:

• A Meg Memories board clients could submit photos to prior to the event

• Disposable cameras for guests to use

• An in-store contest matching collections to the years they launched

• A 30th-anniversary capsule collection available for pre-order

• A projector displaying the past 30 years of Meg collections

• 20% of sales from the evening were donated to the Brigid Alliance, in line with the brand’s core pillar of philanthropy

This campaign led to an 8% increase in Instagram followers and generated over $10K in revenue on the night of the event.