True Religion teams with Megan Thee Stallion for holiday campaign
True Religion is making a leading rapper/pop culture influencer the face of its omnichannel seasonal holiday promotion.
The denim and apparel brand’s upcoming holiday campaign, “Where Holiday Wishes Come True,” will prominently feature three-time Grammy award-winning performer and entrepreneur Megan Thee Stallion, as well as American rapper, singer and songwriter Hunxho.
The 360-degree campaign, which will feature the brand’s merchandise and gift selections for the season, debuts Tuesday, October 22, 2024 via channels including out-of-home advertising, a social media takeover with rapper Dudette, holiday inspired Q&As on the brand’s website and app, and celebrity gifting.
Campaign elements also include each of True Religion’s nearly 50 stores across the country featuring life-size imagery of Megan Thee Stallion and Hunxho, as well as paid content across connected TV, YouTube, Reddit, TikTok, Instagram, Pinterest, Facebook and select paid audio platforms.
"Working with True Religion is such a full-circle moment," Megan Thee Stallion said. "I’ve been a fan of the brand since I was a kid, so it’s really exciting to star in this campaign and bring in the ‘Hot Girl Holidays’ in a special way."
It’s been a busy year serving as a retail promotional spokesperson for the rapper. In July, she partnered with Amazon to release an exclusive Prime Day-themed song and music video and offer a curated selection of Prime Day picks.
Digital assets for the True Religion campaign will run across the retailer’s website and app, on emails and in SMS outreach to shoppers throughout the season. Megan Thee Stallion and Hunxho will be featured in behind-the-scenes content, blog interviews, and editorial content.
Campaign imagery features Megan Thee Stallion and Hunxho wearing select items from the holiday collection, with merchandise drops throughout the season. Both influencers will share their favorite products of the season on Truereligion.com as well as on their own social channels.
Later in the season, True Religion will partner with Megan Thee Stallion again, hosting “Where Wishes Come True,” a community-driven event with holiday gifts provided for those in need, as part of the Pete & Thomas Foundation.
Throughout the season, True Religion’s "Team True" influencer squad members will create unique content for their follower communities featuring their own True Religion holiday wish lists, holiday party videos featuring True Religion apparel and accessories, styling tips, and gift suggestions.
[READ MORE: Survey: Influencer marketing playing increased role in gift purchases]
"I couldn’t be more thrilled to mark our second annual holiday campaign with a partnership with Megan Thee Stallion who is hotter than hot right now but also, a ‘true’ fan which makes this a milestone moment for the brand," said Kristen D’Arcy, chief marketing officer, True Religion. "I know that our loyal customers will love everything this campaign stands for. And with a diverse, 360-degree approach that includes tons of surprise and delight behind-the-scenes content, we’re confident that many new customers will have a chance to discover the brand as well."
