ME+EM: U.S. Launch

Three flagship stores – on Madison Avenue, in Soho, and in the Hamptons – marked the beginning of this exciting chapter. To herald its arrival, ME+EM unveiled "The New Addition," a campaign inspired by its signature "+" symbol. This symbol became a metaphor for the brand's ability to seamlessly integrate into every facet of a woman's life. Through captivating imagery of iconic London landmarks, lensed by renowned fashion photographer Carla Guler, the campaign painted a picture of effortless sophistication. From the pages of the NY Times and Wall Street Journal to the bustling streets of Manhattan, ME+EM's message resonated, inviting American women to experience the brand's intelligent style.

ME+EM, already a success in the UK, faced the challenge of establishing itself in the highly competitive U.S. market. How could the brand translate its "modern luxury" and timeless appeal to a discerning New York audience? The task was to create a campaign that would not only cut through the noise of the crowded NYC fashion scene but also drive immediate results – both online and in the newly opened retail locations. This required a strategic approach to audience targeting, creative development, and media planning that would effectively communicate ME+EM's unique value proposition and resonate with American consumers.

A multi-faceted campaign was crafted, blending brand-building with performance marketing. Key target audiences – the "power elite" and the "life upgrader" – were identified, aligning with the brand's store locations. The "New Addition" campaign, featuring striking London visuals, conveyed ME+EM's sophisticated yet practical aesthetic. A strategic media mix, including high-impact out-of-home placements in key NYC locations, targeted digital and social media advertising, and print placements in influential publications, ensured broad reach and engagement. This integrated approach maximised brand visibility and drove traffic to both online and physical stores.

The campaign generated significant buzz and interest in ME+EM within the U.S. market. Initial indicators suggest strong performance across key metrics, including website traffic, social media engagement, and in-store footfall.