Hostess with
the Mostest:
Let's Fiesta!
Elm partnered with Missy Mischief to develop a summer campaign that would do more than just drive visibility. The objective was to create genuine engagement and convert that attention into purchase for their key seasonal collection.
Built around a film led concept, the campaign cut through traditional fashion marketing and delivered strong results across channels. Engagement lifted significantly, the campaign generated national traction through influencer and PR activity, and core hero pieces from the range sold out.
Social Media Video & Influencer Campaign
Hero Film Trailer for a "Pretend" Movie
Hero Full Movie Trailer on YouTube
At the centre of the campaign was a hero movie trailer, Hostess with the Mostest: Let’s Fiesta. The idea was driven by a key audience insight. Elm’s core customer, women aged 30 to 45, are “jugglers”, balancing the chaos of everyday life, and have a strong affinity for feel good streaming content. Rather than creating a traditional campaign, we built a “pretend” holiday film that felt native to that behaviour, complete with a full trailer and familiar movie cues.
Missy Mischief led the campaign end to end, including creative direction, scripting, casting, directing and editing, creating a hero asset designed to entertain first, with the Fiesta themed summer garment range seamlessly integrated.
Influencer “Film Premiere” Activation
To bring the campaign to life beyond the screen, we created a national influencer premiere moment.
We engaged and negotiated with more than 50 influencers across Australia, each receiving a curated Let’s Fiesta premiere box. Designed as a movie night experience, the box featured key pieces from the collection alongside partnered products including wine from Peter Lehmann Wines, drinks from Emma and Toms, candles from La La Land Shop and popcorn from Johnny’s Popcorn, all wrapped in the campaign’s hero print.
This approach allowed influencers to step into the campaign world and share it in an authentic, story led way, driving both reach and meaningful engagement.
30 Second Cutdown Trailer Reel
15 Second Cutdown Trailer Reel
Influencer VIP "Movie Preview" Boxes & Hostess Shares
Elm Lifestyle Wesbsite Landing Page (Campaign Period)
Behind the Scenes