Social Media Positioning & Campaign Curation for Madden Girl

This concept campaign reimagines Madden Girl as more than a diffusion line, it becomes a community-first brand ecosystem where identity, self-expression, and belonging drive loyalty. The strategy centres on the belief that community is currency, especially for Gen Z and Millennials who seek brands that reflect, protect, and celebrate them.

The Madden Girl campaign was curated to transform customers into participants and followers into insiders.

Fashion brands often speak to their audience without truly building with them. While Steve Madden already resonates culturally, the opportunity was to deepen emotional investment creating a space where customers don’t just buy the product, but see themselves inside the brand.

The challenge: How do you turn a recognizable fashion line into a living, breathing community that people feel loyal to, protective of, and proud to represent?

For Gen Z and Millennials, belonging drives behaviour more than trends.

When customers feel emotionally seen, through story, symbolism, and shared values, they don’t just engage, they advocate. This campaign reframes Madden Girl as a social identity, not just a style category.

The Madden Girl is a space where the misfit, the rebel, and the bold are celebrated. A brand-led community where individuality is protected, expression is encouraged, and every girl knows the brand has her back.

This positioning transforms Madden Girl into a cultural access point, where fashion becomes the language of belonging.

A Madden Girl is emotionally invested in the brand because she recognizes herself in the details. She loves hidden meanings, Easter eggs, and layered storytelling. She feels seen, heard, and understood and in return, she is loyal, protective, and proud to represent the brand.

For her, Steve Madden isn’t just fashion. It’s her community.

Steve Madden cares about his girls. This message anchors the entire ecosystem from content to creators to customer experience creating trust and emotional safety.

The campaign brings girls from different backgrounds together through a shared symbol: access. Despite living totally different lives, they connect through the Madden Girl community and come together for a culturally rooted moment the “Pon De Replay Party”where individuality meets collective joy.

Empowerment, authenticity, and emotional warmth

A sense of nostalgia paired with modern self-expression

Diverse backgrounds, lived-in moments, real girls

A home like feeling where community is felt, not staged

Reposting real Madden Girls wearing their favourite styles

UGC driven storytelling anchored by the hashtag #maddengirl

Community-first visibility over polished perfection

Goal: Define the Madden Girl and activate participation

Gamified engagement through in-store shopping moments

“Follow for discount” mechanics captured via UGC

Launch hero video showing Madden Girls linking up through their access pass

Brand amplification through the official Steve Madden page

Influencers and creators sharing what the Madden Girl community means to them

Community members gain access to exclusive features, tags, and visibility

#maddengirl

#GMcommunity

#mygirls

#mygirlscommunity

#SMcommunity

#stevemaddengirls

Momentum is sustained by transparency and inclusion:

Behind-the-scenes content showing how shoes are designed from sketch to final product

Insight into Steve Madden’s internal culture, teamwork, and craftsmanship

BTS of campaign creation, showing how community voices shaped the narrative

This keeps the audience emotionally invested long after launch.

Fashion, lifestyle, college creators, and storytellers

Creators who already speak about individuality and self-expression

Curated experience kits (not just shoes)

No scripts, no polish low edit, organic storytelling

Authentic hauls

Get Ready With Me

Community-driven conversation content

The Madden Girl grid is curated for her gaze. Every post is a story that speaks directly to her identity. No matter the season or trend, the narrative remains consistent: She is heard. She is understood. She belongs.

Email touchpoints maintain a cohesive tone across:

Welcome emails

Invite emails

Community driven email mockups

Each reinforces belonging, access, and emotional connection supporting engagement, growth, and conversion throughout the customer journey.

This campaign demonstrates how social brand positioning and community-led storytelling can:

Deepen brand loyalty

Turn customers into advocates

Create cultural relevance beyond product drops

Build long-term brand equity through belonging

Creative Director & Brand Strategist Social Brand Positioning Campaign Curation Community Strategy