In 2012, we saw H&M use emerging female artist Lana Del Rey as their poster girl and brand symbol. Gen Y brand Forever 21 has taken a similar strategy in using LA-based pop-singer and model Sky Ferreira. This was a brilliant move in light of Sky’s Web-based stardom. The up and coming singer/model is known for her risqué image as purveyed in her photo-shoots, videos and interviews. Her projects with well-respected photographer and director Terry Richardson gained major exposure on digital publications such as Hypebeast and High Snobiety.

Forever 21 utilized Sky’s image in synergy with their products and brand strategy to appeal to urban millennials. With major competitors consisting of American Apparel and Urban Outfitters, the brand needed a unique integrated marketing strategy to drive product awareness and social engagement. Sky appeared in an array of visual product content on Facebook, Twitter, Instagram, Pinterest and YouTube. She also represented capsule collections for unique products geared towards music festivals. This campaign created a viral buzz for Forever 21 with the hashtag #festival2013. Overall, this brand strategy was very well executed and created high brand awareness, increased social community and drove product sales. Check out some of the brand content below.