Parisian contemporary label Maje got on the Coachella bandwagon — or perhaps tour bus is more apt.
The brand — part of Paris-based SMCP Group, which also owns Sandro and Claudie Pierlot — is in the midst of a digital marketing initiative that involves bloggers and other influencers as they journey through various places where creative director and designer Judith Milgrom drew inspiration for the company’s spring collection. Stops include Joshua Tree National Park, Prada Marfa in Texas and the Goldstein House in Beverly Hills where the company’s ad campaign was shot. The weekend will take the influencers to Coachella in selfie and Instagram-fueled trip that runs through Monday. Maje is also documenting the trip through its own web page with shoppability functionality that leads customers to its online store.
“We’re hoping to build an emotional connection with our consumers and drive awareness of our Parisian Maje brand DNA by reaching them directly through social and digital platforms,” said Paul Griffin, president and chief executive officer of SMCP North America.
The Maje Road Trip, of which the company created a hashtag of the same name, is what Griffin called a “360[-degree] program to engage our current consumers and to build new consumer relationships through working with influencers who can tap into their own network on our behalf.”
Influencers tapped for the marketing campaign include Christina Caradona of Trop Rouge, Serena Goh of Spicy Stiletto, Langley Hemingway Fox and Mary Seng of Happily Grey.
It’s not the first time the company has teamed with influencers, with such partnerships in Paris and the rest of the world key “to keep your finger on the pop-culture pulse,” Griffin said. “In the U.S., there’s no doubt our audience really responds to styling inspiration from social media influencers,” he added.
The weekend will also see Peace Love Shea blogger Shea Marie producing exclusive content for Clique Media’s WhoWhatWear site and social media channels throughout the first weekend of the Coachella Valley Music and Arts Festival in an endeavor Maje confirmed it also invested in.