Florence by Mills Fashion
How Florence by Mills Powered 4.4M Impressions Through Influencer Impact
BEFORE
Florence by Mills needed an influencer strategy that would do more than just create buzz—it had to feel real. The brand was looking to drive measurable impact: increased awareness, authentic brand storytelling, and ultimately, sales.
AFTER
4.4M+
impressions
$860K+
in media value
Top-performing creators included: @elainamich, @mikaylavallati, @carlyvandyke_
THE PROBLEM
In early 2024, Florence by Mills Fashion—a Gen Z-focused fashion extension of the beloved beauty brand founded by Millie Bobby Brown—was preparing for a major launch. While the brand carried strong name recognition thanks to Millie’s star power, it faced a familiar challenge: cutting through the noise in a crowded DTC fashion market, where new collections drop daily and consumers are increasingly skeptical of traditional ads.
THE SOLVE
Fresh Content Society (FCS) created an influencer marketing program that would deliver authenticity at scale with two-pronged approach:
01
Creator-First Thinking
By prioritizing relationships and letting creators lead with their voices, the brand avoided “one-and-done” transactional content in favor of ongoing storytelling.
02
Right-Sized Influencers
Instead of chasing mega-influencers, the strategy focused on high-trust creators who sparked real conversations within their communities.
03
Creative Freedom
Allowing creators to interpret the brand through their own lens led to content that felt genuine, high-performing, and shareable.
04
Content Diversity
From aesthetic unboxings to try-on hauls and styling tips, the content mix covered a wide range of consumer touchpoints, which led to higher engagement and broader reach.
Every partnership was guided by the principle of authentic creator alignment, ensuring that content never felt transactional, but rather like a natural extension of each creator’s personal style.
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