8 Week Social Media Campaign
Madhappy X 2024 Paris Olympic Games
Team Members: Libby Brouillette (Independednt Project)
Course: RCSC 361 – Social Media, Influencers & Consumers
Date Completed: Spring 2024
Project
Overview
This project centered on creating a full-scale 8-week integrated social media campaign for the Madhappy x Paris 2024 Olympic Games capsule collection. The campaign was designed to elevate Madhappy’s global presence during the Summer Olympics while reinforcing its mission of optimism and mental health advocacy, particularly within the athletic community. This Strategy Includes:
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Influencer Partnerships: Simone Biles, Shaun White, and Victoria Paris as lead collaborators.
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Experiential Retail: A Paris-based pop-up shop blending sport, mindfulness, and customization through embroidery activations.
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Multi-Platform Marketing: TikTok, Instagram, YouTube, and influencer-led storytelling to drive engagement, community participation, and sales.
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Content Development: Product launch plans, mock-ups, event visuals, UGC integrations, and podcast tie-ins (The Local Optimist).
Campaign Goals/Objectives:
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Drive Global Awareness of the Madhappy x Paris 2024 Olympic Games capsule through athlete and influencer partnerships.
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Position Madhappy as a Purpose-Driven Brand by amplifying its mission of optimism and mental health awareness in athletics.
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Engage Fans & Consumers with immersive experiences at the Paris pop-up shop (custom embroidery, wellness activations, live content).
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Leverage Multi-Platform Content (TikTok, Instagram, YouTube) to maximize reach, engagement, and cross-channel storytelling.
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Generate Sales & Loyalty through limited-edition product drops, in-store exclusives, and influencer-led promotions.
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Measure & Optimize Performance using KPIs such as ROAS, conversion rate, engagement metrics, and earned media value.
Campaign
Outcomes/Impacts:
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Increased Brand Visibility: Elevated Madhappy’s presence during the Olympics, tying fashion to a global cultural moment.
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Community Engagement: Pop-up shop activations fostered authentic consumer connections and user-generated content.
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Influencer ROI: Strategic collaborations with Simone Biles, Shaun White, and Victoria Paris created viral, cross-platform buzz.
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Mental Health Advocacy: Extended the conversation around athlete wellness, aligning with Madhappy’s brand mission.
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Sales Growth: Limited-edition capsule drove strong product demand, supported by in-store customization and scarcity-driven marketing.
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Long-Term Impact: Strengthened Madhappy’s reputation for innovative experiential retail and global relevance beyond the U.S. market.
Company
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Competitor
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Weekly
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Carousel
Posts,
Reels, and
Stories
Influencer
& Collab
Highlights
TikTok
Youtube
LEARNING
UTCOMES
O
The Madhappy x Paris 2024 Olympic Games campaign successfully demonstrated how a lifestyle brand can leverage a global event to amplify both its product and its purpose. By blending storytelling, athlete partnerships, and immersive retail activations, the campaign highlighted Madhappy’s ability to connect culture, community, and commerce while keeping mental health advocacy at the forefront. I really enjoyed every stage of this project from start to finish, and took advantage of having full creative freedom.
Key Outcomes:
Strengthened skills in strategic campaign planning and multi-platform content development.
Applied knowledge of influencer marketing and experiential retail to build an authentic brand narrative.
Gained experience in creating mock-ups, visuals, and event concepts to bring ideas to life.
Practiced setting measurable KPIs (ROAS, engagement rate, conversion metrics) to evaluate success.
.Learned how to integrate brand mission with marketing execution.