THE DIGI FAIRY

We collaborated with Coach to amplify the visibility of the Times Square Tabby on socials and elevate it to IT-bag status through a thumb-stopping creator campaign. Instead of trying to camouflage creator ads with under-the-radar content, we devised a bold campaign designed to disrupt the status quo and make #ADs, ads again. Avoiding lacklustre try-ons and same-as-the-next GRWMs that blend into the feed, we put a tongue-in-cheek spin on things, asking talent to shout from the rooftops that THIS IS A COACH AD. 👜 Working with a curated selection of 7 needle-moving fashion creatives on TikTok and Instagram, we built an open talent brief; with the ultimate freedom to express themselves and hone their craft, our creators become Coach’s fall ‘24 campaign Creative Directors and put the Tabby into the spotlight. 👜 Avoiding heavy thematic restrictions or pinpointed messaging, our fashion creatives took the opportunity to create something out of the blue and original. Leaning heavily into internet-native, IYKYK humour and skewering traditional formats, the content resonated with Gen-Z audiences, driving millions of views and a benchmark breaking engagement rate across the campaign! 👜 The responses and sentiment from audiences really speaks for itself, with viewers praising the casting, creativity, and even commenting on how the creator’s content was much better than any agency could devise. We really are THAT agency 💅, and we agree with the comments…the marketing team at Coach do deserve a raise! 😉

🧚✨THE DIGITAL FAIRY IS HIRING ✨🧚 We’re searching for a Senior Strategist with deep interest and experience in beauty and lifestyle. Closing in January. Apply below.

2024 was the year brands went big on entertainment. We spoke to The Business of Fashion about how unexpected creator casting is key to this strategy, creating a juxtaposition and novelty that captures attention. At the same time, not all viral moments are there to be jumped on for fear of crowding feeds with too much of the same thing 🤔 Read some of our thoughts below. #thebusinessoffashion #marketing #fashionmarketing #beautymarketing #creatormarketing

In celebration of their festive pub pop-up, ‘The kate spade Arms’, kate spade new york partnered with THE DIGI FAIRY to ✨ reimagine event promotion✨, helping them achieve their goal of driving and sustaining hype amongst local London audiences…and beyond! We created the social-first platform #katespadeArmsOpen, a two-pronged content campaign spanning both talent and brand channels, making the holiday magic of ‘The kate spade Arms’ accessible anywhere, for anyone. ♠️ Pre, during and post event we enlisted the help of an eclectic cast of social creators to marry their signature content-style with the festive codes of the pub itself. ♠️ Captured live on opening night, we concepted and produced paid social content featuring pub landlady herself, Nicola Coughlan. In two fun, festive games we brought the cosy pub vibes to life and evoked kate spade’s signature sense of joy. To hear more about this campaign, and many others, reach out to the team at The Digital Fairy 🧚

Is tween culture having a revival? Claire’s recently launched their new beauty line C by Claire’s for Gen Zalphas and last month Zara launched their new line Z3D aimed at 14+ teens. There has been an ongoing conversation about the death of tween/teen culture in the public sphere, yet it seems like a few brands are attempting to bring it back. Watch the full video for our analysis! #genz #digitalmarketing #beautymarketing #genalpha #digiverse

Jacquemus recently partnered with Bemi Orojuogun aka Bus Auntie to promote their new London store opening and the internet is loving it. Luxury brands such as Marc Jacobs, Loewe and now Jacquemus have been utilising internet culture to connect more with Gen Z and to come across as more relatable. The creators they work with tend to be very niche, with obscure yet viral videos circulating the internet. These creators feel very reminiscent of internet personalities from the early web era, but the opportunities they now have access to separates them from the ones who came before. Watch full video for more! #jacquemus #luxuryfashion #fashionmarketing #genz #digiverse

Did you know that Net-a-Porter is scrapping their in-house beauty offering for affiliate marketing? We spoke to Vogue Business about why we actually think this might be a good thing 🤔💡. Read some of our thoughts here: https://lnkd.in/gWEqP7xW #beautymarketing #affiliatemarketing #voguebusiness #digiverse #affiliateprogramme #affiliatemodel #wholesalemodel #luxuryretail

When it comes to the demure trend “there’s a fine line between cultural relevance and cringe”. We spoke to Madeleine Schulz from Vogue Business about brand participation in the latest internet craze — should or shouldn’t they get involved? 🤔 Check it out here: https://lnkd.in/g8CHQ5t5 #Digiverse #demure #verydemure #demuretrend #tiktoktrends #youthculture #voguebusiness #genz

Brands need to be very MINDFUL when hopping onto trends, not every latest trend needs your participation! 💡 By now most people are aware of the ‘very demure, very mindful’ trend created by Jools Lebron on TikTok. The internet is loving it and it’s become almost inescapable. Creators are making content using the phrase and their audiences keep commenting it at every chance they get. Many brands have also started using the phrase, often in places where it doesn’t need to be at an attempt to be ✨ culturally relevant ✨ However there is a fine line between cultural relevance and cringe, which we discuss in our latest video below. Thoughts? 💬💡👇 #Digiverse #genz #genzmarketing #youthculture #demuretrend

How many Olympic rings tattoos did you spot at the Games? 🥇 This year it seemed as if the amount of athletes with Olympic tattoos increased and even Team USA took Olympians such as Tara Davis-Woodhall and Lydia Jacoby to get their own done. 🔥 Not only did athletes sport the rings or Olympics-inspired tattoos, but many were covered in all different kinds of designs. The cultural significance of tattoos is interesting; on one hand they are becoming a common beauty choice but on the other hand, there are many women expressing their tattoo regrets due to not fitting into the ‘clean girl’ aesthetic. What are your thoughts? 💬 #Digiverse #beautytrends #olympics #parisolympics2024 #olympics2024 #beautymarketing #digitalculture #genz