Florence by Mills Fashion

Opportunity: Drive brand awareness and amplify visibility for Florence by Mills Fashion — the apparel brand founded by Millie Bobby Brown — through a thoughtful blend of paid influencer partnerships and organic gifting, strategically tailored to resonate with Gen Z and millennial customers.

Strategy: Develop and execute a streamlined influencer marketing strategy that maximizes brand impact by aligning partnerships with Florence by Mills Fashion’s core message of rebellious confidence, leveraging both paid collaborations and organic outreach.

Tactics:

• Establish a structured gifting fulfillment system to efficiently distribute products to influencers.

• Manage contract negotiations and deliverables for paid influencer collaborations.

• Curate influencer partnerships that align with the brand’s values and aesthetic.

• Implement a monthly performance reporting system to track effectiveness and optimize future strategies.

• Leverage organic UGC and paid partnerships to expand reach across TikTok and Instagram.

• Averaging 33 influencers posts a month across Instagram and TikTok.

Outcome:

• 1,323,987 total media value generated in six months.

• 6,207,323 total views achieved across influencer content.