Steve Madden, an iconic American footwear and accessories brand, partnered with YKONE to develop an integrated, omni-channel brand campaign across Mainland China and Hong Kong, featuring Lexie Liu as China brand ambassador under the global platform never miss a beat. YKONE developed a 360° approach combining creative concept, content production, influencer casting, and livestreaming, designed to drive awareness, desirability, and conversion across retail, e-commerce, social, and PR.
To bring the campaign to life, Lexie Liu was cast as China brand ambassador, bringing her artistic universe to the heart of the creative, a natural reflection of Steve Madden’s visual identity. At the crossroads of music and fashion, she brought both cultural credibility and wide visibility across Mainland China and Hong Kong. YKONE built a creative platform around her world, designed to maximize her brand equity while keeping the collaboration authentic and free from over-commercialization.
To ensure maximum cultural resonance, YKONE developed a dedicated social media strategy across China’s key platforms Douyin, RED, Weibo, and WeChat. Each channel was activated with purpose-built content, tailored to its own format, codes, and audience behavior. From posters to GIFs, every asset was purpose-made to maximize Steve Madden’s presence across social, ensuring Lexie Liu’s image felt organic and consistent at every touchpoint.
Influencer Booking & Casting, Campaign Management & Reporting, Content Production, Media amplification
