Mon amie celebrates international day of the girl

Brand Strategy/Creative Direction/Product Design Direction

With Mon Amie brand’s evolution, Empowerment and Education surfaced as the top 2 causes the Mon Amie customer cared most about. We decided to narrow our focus to these 2 causes and emphasize our messaging as a brand for women by women.

To celebrate International Day of the Girl, we created a Limited Edition ‘Kenya’ watch in support of education for girls. This was our first introduction of a smaller case size (for a younger audience). The double wrap strap was hand-beaded by the artisan ‘mamas’ of the WE Villages in Maasai Mara, Kenya. We partnered with digital agency, Popular Pays to source content from creators that were aligned with our cause and could create high quality content to cross promote on their and our social channels.

Our International Day of the Girl campaign was our most successful: resulting in a 22% increase in followers over a 2 month period and selling out of the Limited Edition Kenya Watch.