Creating mainstream media interest around the first ever AI robot
branding|content strategy|public relations|influencer
Multi-tier press strategy with fashion, music, and news outlets.
Fashion partnership with Prada.
1.5m instagram followers.
To start the campaign, we worked with Miquela’s handlers at Brud on a roll-out strategy for editorial that treated her as a real-world talent.
- fashion partnerships
- social activist fundraising campaigns
- music press
We then pursued long-term relationships with key press partners to tell the larger story of the Miquela phenomenon.
Coverage was paced to allow organic growth, and we held off on in-depth interviews until the Miquela personality felt fully-formed
This approach allowed us to address potential obstacles quickly and thoroughly, including the hack of Miquela’s Instagram and the subsequent reveal that she was a construction of Brud.
Highlights from the campaign include a huge musical hit via Apple.
And a brand partnership with fashion giant PRADA.