Case 02 — AI Retail
StyleMax
AI.
Launching a generative-styling app to a fashion-first audience without sounding like a tech pitch — the campaign that positioned StyleMax as a creative tool, not a novelty.
Role
Social Media Specialist · AI Strategy
Year
2024
Discipline
Social · Content · Direction
StyleMax AI.
Hero — 2024
01 — Overview
StyleMax uses AI to generate outfit recommendations from a user's wardrobe. Great tech; a positioning problem — the founding team spoke to engineers, we needed to speak to fashion.
02 — Campaigns
Three connected drops: 'The Wardrobe Test', 'Style Twin', and 'AI Editor'. Each anchored by hero video, a creator wave, and a dedicated landing page.
03 — AI Strategy
Built an internal AI content OS — Midjourney moodboards, ElevenLabs voice, GPT-driven caption variants — that let a two-person team ship at agency pace without losing tone.
04 — Content
42 pieces of hero content and 118 creator-led reels in 90 days. Curated 22 creators in fashion + tech overlap.
05 — Social Media
Grid rebuilt around a warm-neutral palette; feed feels like a fashion magazine that happens to be an AI company.
06 — Metrics
12.4M campaign reach, 640k new users to the app in the first 30 days, and 8.9% average engagement on paid social — 3× industry baseline.
Results
12.4M
Reach
640k
New users
8.9%
Engagement
22
Creators activated
Gallery
Selected frames
Launch hero
AI Editor drop
Creator wave
App UI still
Wardrobe Test
Feed grid
"Sarah figured out how to make AI feel warm. She's the reason our launch landed."
Priya S. · CMO, StyleMax