Social Media Management and KOL strategy at Alexander McQueen
Molly Parsons
Alexander McQueen (Part of the Kering group) set out to launch a younger, more accessible price point sub label which I was recruited to join as a Social Media Assistant. My role in the company quickly accelorated and I organised all social content and collaborations (I would later move to Woo with my manager here).
I’ve never worked with anyone as usefully tapped into youth and internet culture as Molly. Any person lucky enough to work with her or be managing her is pretty much guaranteed to see their brand’s marketing, creative and social channels grow and shift gear at an almost alarming pace, if they’re sensible enough to listen to her.
During the period I worked closely with Molly at Alexander McQueen she proved to be the creative edge we needed in our department and was an invaluable addition to the team : from when she arrived proved to be a constant source of strategic and effective ideas for every manner of campaign.
Lastly, limiting Molly to ‘social media’, ‘marketing’, ‘creative’ or any professional category would be a regrettable mistake. Throughout her fast moving career at Woo and McQueen she has proved repeatedly that she is able to produce and deliver incredible work for almost any medium with an enviable degree of organisation and dynamism.
In addition Molly is extremely fun to work with and always maintains an upbeat sense of humour.
Bior Elliot, Art Director at MCQ by Alexander McQueen, now Senior Creative Director at Hypebeast
Collaborating with curated aesthetic pages
At MCQ we faced a unique challenge where we were not allowed to advertise in traditional press because it would clash with the higher end brand, so I developed a strategy where we collaborated with curated Instagram pages which aligned with each collection.
The below was for MCQ Breathe which was based on Japanese aesthetics and mental health technologies embedded into the garments.
By providing our own graphic, the content seamlessly assimilated with these highly curated account’s content.
Breathe Influencer Campaign
For the KOL campaign we collaborated with inlfluencers and music artists that are outspoken about mental health.
For the creative, we decided to create an Instagram filter which had a functional effect by instructing and timing your breath.
Results from the Breathe filter published from a 20.7k follower page:
💙 325.4K impressions
💙 49.3K opens
Launching the MCQ TikTok with a KOL campaign
I was tasked by kickstarting MCQ's TikTok at a very early stage in 2020, at a time when brands were really struggling to create successful content for the platform.
The collection was based on Gabber dance, which was perfect for the dance based app at the time, so I decided to do a multi layer create campaign with a linking "Sound" which featured the MCQ logo- so it was always trackable back to us.
We onboarded global ravers and musicians to take part in the challenge "HOW I'LL DANCE WHEN WE CAN RAVE".
The beautiful content and garnered incredible results with over 2 million total video views and counting.
MCQ Breathe Content
MCQ Eden High Campaign
For their US college inspired collection, I connected, produced and managed the EDEN HIGH campaign featuring US, UK and APAC creators: Audrey Audrey Mika, Iann Dior and Hwimin from GroovyRoom.
The content was taken in the talent's bedroom to fit with the idea of "wasted youth".
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Posted Aug 29, 2024
Developed and executed a comprehensive social media strategy that significantly increased engagement for MCQ through targeted campaigns.
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