CASE STUDY
LAUNCHING GUESS BY MARCIANO X KIM LEE PARTNERSHIP
GUESS entrusted SNA to help develop and deploy a dynamic talent and influencer strategy featuring Bling Empire's Kim Lee. Tasked with creating a digital campaign across multi-platforms, SNA position the brand at the intersection of fashion and lifestyle. Since its debut in Q2 2024, the partnership has evolved beyond a conventional agency-client relationship into a collaborative alliance that authentically reflects the GUESS ethos.
THEIR STORY
Guess is a global lifestyle brand founded in 1981 by the Marciano brothers. They are known for their denim, apparel, and accessories, particularly their iconic marketing campaigns that feature a youthful and adventurous Southern California attitude. Guess is recognized for its high-quality clothing, trendy designs, and accessible luxury appeal.
THE CHALLENGE
GUESS came to SNA looking to develop and launch a partnership and talent + influencer activation. The focus was on building a experiential brand marketing blended with a digital lifestyle campaign. We relish in the ask with distinct challenges:
-
There were stakeholders, client teams, and third parties involved.
-
Curating the right talent fit—identifying a culturally relevant influencer who could seamlessly align with the brand image while resonating with a digitally engaged, lifestyle-driven audience.
-
Integrating offline experience with digital impact—designing an experiential activation that not only captivated in-person but also translated into compelling, shareable content across multiple digital platforms.
THE SOLUTION
CHANNELS + SERVICES
SNA adopted a custom approach to each business channel to maximize the learning and associated KPIs.
GUESS — SNA Communications worked successfully to complete a tailored talent + influencer marketing, partnerships + activations, experiential, and communications Q2 lifestyle and cultural marketing plan which included a full-funnel approach in order to reach the target consumers. This included launching GUESS and Marciano apparel and accessories directly to a culturally connected audience, SNA developed an immersive influencer activation in partnership with Bling Empire star Kim Lee. Hosted at the iconic House of An’s Crustacean in Beverly Hills, the experience featured a curated wine pairing alongside elevated Vietnamese and Asian cuisine in celebration of AANHPI Heritage Month. The event seamlessly fused lifestyle, heritage, and brand storytelling—resulting in authentic engagement, shareable content, and an expanded brand presence among a diverse and influential consumer base.
DEFINING SUCCESS TRANSCENDING METRICS
Our communications campaign and Talent + Influencer Marketing promotion for GUESS by Marciano went far beyond impressions and engagement rates. By aligning media optimization, digital storytelling, and a full-funnel strategy with meaningful cultural connection, we crafted an activation that felt both elevated and authentic. This collaboration between STUDIO by Miraval’s media team and SNA led to tangible growth across visibility, consumer sentiment, and brand relevance—demonstrating that true success lies not only in the numbers, but in lasting impact and resonance.
PERFORMANCE
1.2B+
27+
2.5M+
MEDIA IMPRESSIONS
MEDIA PLACEMENTS
SOCIAL MEDIA IMPRESSIONS
