MINARO PR STRATEGY
Developed a full 6-month PR and marketing campaign deck for MINARO NYC, a New York-based high end brand. Conducted market research identifying key trends in social media and women’s ready to wear fashion. Conceptualized two editorial campaigns — L'Art de L'Après-Fête and Le Lendemain Matin — building out a complete brand narrative around Minaro's after-party identity. Developed a month-by-month PR strategy spanning press placements, influencer partnerships, event activations, and media outlet targeting. Created content marketing concepts including an Instagram Reels series, and TikTok content, to drive brand visibility and community engagement.
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The post-pandemic party revival has increased demand for:
Statement fashion
Styles that feel indulgent yet easy to wear (WWD, 2024)
THE PROCESS
A campaign doesn't start with a concept — it starts with a question. For MINARO NYC, that question was: where does this brand live in culture, and how do we make sure the right people feel it? What followed was six months of research, creative development, and strategic planning — built from scratch into a full PR and marketing campaign.
RESEARCH
Every campaign starts with a question. Market research into women's ready-to-wear and social media trends pointed to a clear gap, the after-party moment, glamorous and culturally loaded, had no brand truly owning it. That insight became the foundation for everything that followed.
Social meida trends:
“French Girl Core”
“The Morning After Aesthetic”
Combined views: 200M+
Emphasize effortless, slightly undone glamour (TikTok Trend Report, 2024)
IDEATION
With a clear white space identified, the concepts took shape. Two editorial campaigns emerged — L'Art de L'Après-Fête and Le Lendemain Matin — each capturing a different emotional register of the same night. One electric, one intimate. Together, a complete world.
BRAND NARRATIVE
MINARO isn't a going-out brand. It's an after-party brand — and there's a difference. That distinction shaped a brand world built around one guiding idea: not for everyone, for you. Every campaign decision ran through that filter.
STRATEGY
The 6-month rollout connected the brand narrative to concrete action — press placements, influencer partnerships, event activations, and media targeting mapped out month by month. Strategy as a living document, not a static plan.
MONTH 1
Setting the Scene
Launch press strategy, pitch Parisian party uniform angle
Cocktail event at Tigre NYC
MONTH 2
L'Art de L'Après-Fête
Campaign 1 launch — editorial + BTS video series
Partnership with Hôtel Costes
MONTH 3
The MINARO Muse
Influencer "After Party Kit" sends
Launch Reels series: Night Shift
MONTH 4
The Sound of the After Party
DJ collaboration with Clara 3000
TikTok series launch, Nightcap event at Mirage
Micro-influencers and “it girls” shape purchasing behavior
47% of Gen Z fashion consumers buy items seen on social media
Power of peer-to-peer recommendation over traditional ads (McKinsey & Company, 2023)
MONTH 5
Le Lendemain Matin
Campaign 2 launch — morning-after cinematic series
Brunch event at Loulou Paris
MONTH 6
The Legacy
Legacy press push
Launch Minaro Nights digital lookbook
CONTENT
Translating the brand world into platform-native formats meant thinking in Reels and TikTok from the start — not adapting campaign ideas after the fact, but building content concepts designed for how people actually consume fashion online.
