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Embracing the perfection of imperfection with Gigi Hadid for Reebok Women
Reebok Women’s #PerfectNever campaign delivers a strong universal message, encouraging women to reject the impossible standard of perfection and the expectations placed upon them. We launched the message through an integrated global campaign with Ronda Rousey, championing her iconic athleticism, grit and determination to communicate the #PerfectNever message to women around the world.
Building on the success of the Ronda campaign, we launched the next phase of #PerfectNever as the worlds most coveted supermodel, Gigi Hadid, became the newest campaign ambassador.
Our challenge was to get women around the globe to see the hottest supermodel of the moment as anything other than ‘perfect’. By implementing a tactical media strategy, we were able to communicate #PerfectNever in Gigi’s tone of voice- legitimising the partnership and creating an authentic link between the brand’s Be More Human ethos and her personal interpretation of the #PerfectNever message.
344+ pieces of editorial coverage, from titles including VOGUE, WWD, GQ, New York Times, Dezeen, Design Boom, Mashable and Esquire
1 global exclusive as leading fashion trade title WWD broke the story
3 strategic globally syndicated interview features negotiated with ELLE, Refinery 29 and SELF
355+ pieces of collated coverage in titles including Vogue, Forbes, Vanity Fair, W, Harpers, Glamour, Cosmopolitan, Shape, Fashionista, E! and Huffington Post
2,245,001,879 combined circulation of coverage
98% of coverage featured Perfect Never brand messaging