driving a new audience to g-star raw
Raw Rave brought together fans, stakeholders, employees, journalists and influencers. It created local buzz via a city takeover with wild posting and limited ticket drops, and global impact via a livestream broadcasted by platforms like Beatport and DJ Mag. Raw Rave offered music, fashion and lifestyle media culturally relevant stories to share about the brand.
This project engaged existing G-Star fans leading to the highest IG engagement rate ever (3,4%) and attracted a whole new music-loving fan base (13,4M earned reach).