Empowering the
mugler mafia
Identifying our essence
To reinvigorate Mugler’s brand identity, Buttermilk aimed to galvanize a community of passionate creators with unique voices who epitomize the Mugler ethos, creating unique and compelling earned content.
As part of our movement towards a more updated, edgy brand perception, we empowered the Mugler Mafia, a community united by a distinct style, vibe, energy and essence.
We utilised Brand Fans to create content that explored their light vs dark feminine energy to showcase the differentiation between the Angel and Angel Elixir fragrances. This allowed us to provide a variety of new content that embodied Mugler.
Unleashing the mugler mafia
Once we had discovered the Mugler Mafia, it was time to inspire them with owneable, Mugler coded briefs.
By applying learnings gleaned from content performance in the category, we tapped into culturally and brand-relevant trends to inject in our briefs. This resulted in the birth of two concepts: asking creators to embrace their light vs dark feminine energies & jumping on the #PerfumeTok trend, speaking to the notes of the fragrances. This allowed us to span across a range of different creator types and niches, all within the Muglerverse.
Our briefs provided a framework to ensure brand relevancy, but also allowed for creative freedom and flexibility.
COMMUNITY STARTING FROM THE BOTTOM
Starting with a focus on Brand Fans in early 2023 we layered mid/macro creators to meet and exceed exposure and reach objectives.
COMMUNITY STARTING FROM THE BOTTOM
Starting with a focus on Brand Fans in early 2023 we layered mid/macro creators to meet and exceed exposure and reach objectives.
COMMUNITY STARTING FROM THE BOTTOM
Starting with a focus on Brand Fans in early 2023 we layered mid/macro creators to meet and exceed exposure and reach objectives.
OUR RESULTS
OUR RESULTS
The Mugler Mafia Reigns Supreme
"The best nano creator content
we have ever seen"
See more of our work
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To reinvigorate Mugler’s brand identity, Buttermilk aimed to galvanize a community of passionate creators with unique voices who epitomize the Mugler ethos, creating unique and compelling earned content.
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We work with the world's most exciting brands and connect them with the world's finest tastemakers and it all happens in one place.
