Dressed For the Plot

Reformation Sarah Jessica Parker

A Campaign Proposal by Liv Donahue

And there she was, wearing Reformation on a Sunday...

Flirty and Fabulous, Reformation brings a line of silky summer dresses that are set to enter the wardrobe of every main character this season, BIG time

Why This Campaign is Effective

Sarah Jessica Parker has been the star of the cultural zeitgeist in recent years, coming back into the mainstream due to the trending of Sex and the City and the spin-off And Just Like That... Both shows center around the ever-relatable voice for all women: Carrie Bradshaw, whose insights are as poignant as her clothes are fashionable. Every young adult woman both sees herself in Carrie and desperately wants her wardrobe.

Reformation is a statement brand for all pieces chic and stylish, which is why they are the perfect brand partner for SJP. With the release of a Spring/Summer 2025 collection from Reformation, alongside the release of the final season of And Just Like That..., Reformation and Sarah Jessica can collaborate to promote both events for mutual benefit. There's no one out there better prepared to demonstrate Ready to Wear fashion quite like Carrie Bradshaw herself.

Website Traffic

Objectives

Drive consumer engagement with the Reformation website, increase site visits stemming from social media content.

Social Media Engagement

Promote consumer engagement with promotional content posted on TikTok and Instagram

Exceed Sales Targets

With increased site traffic and social media attention, the Reformation Spring/Summer collection sells out fast

Campaign Timeline

Build Excitement

Collab Reveal

Content Push

Collection Drop

Orders Rolling

Weeks 1-2:

Tease through snippets on social media a big Reformation collab

End of Week 2:

Big reveal joint posted on Instagram and TikTok of Reformation x SJP

Week 3:

5-8 posts on social media, including reels and photoshoots featuring SJP modeling the new collection

Week 4:

Collection is live on the Reformation site

Week 4 Onward:

Customer engagement at a high, content gets reposted, KPIs are met or exceeded

Content Ideas

Tease

In a short reel, SJP is clad in a long, silky dress and a pair of heels from the new Reformation collection. The camera only shows her legs and feet as she hails a taxi on the streets of New York, steps into the cab, and closes the door. As the car drives away, the camera zooms in on the license plate, which reads the date of the collection release.

Launch

For the big reveal, the same taxi will drive to a Reformation location in NYC and screech to a halt. Still showing only her feet, SJP will dodge multiple obstacles (dog on a leash, construction workers, etc.) and barrel into the Reformation store, where she is met with smiling sales advisors. The camera finally will pan up to SJP as she sighs in relief and makes a comment about not wanting to miss the release of the new line. The Reel ends with SJP shopping and a voiceover of her saying: "And Just Like That... I was in my happy place"

Sustain

Additional content to roll out over the course of the release could be:

Reel: SJP trying on clothes in the Reformation dressing room, making an absolute mess but ultimately stepping out in the "perfect" summer dress
Reel: SJP has a fashion crisis while getting ready for an event and calls her "emergency contact" (a Reformation employee) who hooks her up with the perfect outfit
Billboard/Post: SJP modeling a Reformation look with the tagline: I couldn't help but wonder... if Reformation's new line is what every city girl secretly needs.
A bus ad mimicking the one Carrie Bradshaw modeled for in the first episode of Sex And The City. Tagline: Sarah Jessica Parker Knows Good Clothes

Performance Measurements

Main Goal: Drive consumer base and collection sales through branding and celebrity marketing

300k+ Post Impressions

8% CTR

100k+ Post Engagements

10% Follower Increase