Solution

We embraced the challenge and dove deep into Star Wars fandom and learned that they love being pulled into the Star Wars world. We landed on a campaign called the UnCommon Force, which had three unique prongs. For social, we built sets that looked like the original Star Wars trilogy and photographed the socks on the set. For influencers, we created a hologram invitation that invited them to the premiere, and the socks were their ticket in. And for e-commerce, we created a unique shopping experience where fans were able to use "The Force" by waving their hands in front of their webcam to shop.