The Ask

Loewe came for the W lens on its surrealist fall/winter 2022 collection while leveraging emerging talent. With awareness as the primary KPI, custom content on-site and on TikTok would place the collection top of mind for this primed-to-shop luxury audience.

The Insight

For this returning advertiser, we sought to elevate the visual and storytelling approach with a narrative-driven TikTok and custom photo content that lived in the same visual world. Hybrid actress/comedian talent would lend a dose of playfulness to the whimsical collection, while leaning into W’s POV on need-to-know names in the entertainment space.

The Solution

W partnered with emerging actress and comedian Patti Harrison (I Think You Should Leave, Shrill) to create a custom-shot feature and corresponding TikTok for distribution on W’s handles and Harrison’s O&O.

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Consistent visuals across the suite of assets leaned into tasteful surrealism, playful whimsy, and the talent’s irreverent personality. Loewe’s collection was positioned as art-meets-fashion for savvy fall fashion shoppers and tastemakers.

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The Results


@wmag TikTok impressions



Engagement rate on Patty Harrison’s IG post



Engagement rate on Patty Harrison’s TikTok post