CONCEPT 
ART DIRECTION
ILLUSTRATION

BRIEF

Our goal was to create a viral fashion content marketing campaign in order to:

1. Drive traffic to Stylight’s global domains 
2. Create social media buzz
3. Generate links and mentions in top publications around the world
4. Build long lasting relationships with influencers

To create something fun & irresistebly shareable, we decided to give the fashion elite a yellow makeover.  

CONCEPT & STRATEGY

With so much buzz about the Minions© across all types of media sites including fashion, film, tech and lifestyle we knew this topic would be popular but as a fashion platform we also knew that we had to give it a stylish twist.

When it came to choosing a name for the piece we wanted something short and instantly memorable so went with ‘Minionistas’ – a tongue in cheek combination of ‘fashionistas’ and ‘Minions’.

We kept the drawings bold and eye catching and created an initial campaign featuring 9 of the most iconic fashion influencers around. We aimed to choose fashion icons who had an instantly recognisable style and really sought to emphasize their distinguishable features within their Minion characters.

The Minionistas was Stylight’s most successful content marketing campaign to date with a reach of 80 million and 47+ million social media impressions. 

It was featured on 700+ websites with over 60{2e0b5678ec7219bc5c604521c8eefbd92e9bf2bbea08f88681d76cfad636d155} of these linking back to a Stylight domain. They were featured in a huge range of influential publications including 11 Elle regions and 5 Cosmopolitan regions.

On Instagram the hashtag ‘minionistas’ was used 400+ times and ‘fashion minions’ 760+ times. Traffic to the landing page was +400{2e0b5678ec7219bc5c604521c8eefbd92e9bf2bbea08f88681d76cfad636d155} more than average.

The campaign reached more than 80 million people & it was featured on 800+ websites. 

The Minionistas were featured in more than 48 countries worldwide.

Marc Jacobs & Victoria Beckham shared their personal minionista on social networks.