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Key Takeaways
- Authentic representation builds emotional resonance
Centering the campaign around lived experience drove strong engagement and positive sentiment. - Depth can outperform scale
One meaningful creator partnership delivered outsized impact. - Storytelling strengthens brand values
A narrative-led approach reinforced Maggie Sottero’s commitment to inclusivity.
Maggie Sottero is a family-owned bridal brand renowned for romantic, figure-flattering gowns with elegant detailing. Founded in 1997, the label offers three lines-Maggie Sottero, Sottero and Midgley, and Rebecca Ingram-designed to suit a wide range of styles and budgets.
The brand is committed to diversity and inclusivity, featuring models of various ethnicities, sizes, and abilities, and partnering with organizations such as All Bodies All Brides to promote accessibility in bridal fashion.
How can Maggie Sottero effectively highlight their commitment to custom sizing and inclusivity within the bridal industry?
Quality Over Quantity
Rather than working with multiple influencers, Maggie Sottero centered the campaign around one meaningful partnership-prioritizing authenticity and depth over volume. This long-term collaboration enabled richer, more personal storytelling.
Story-Driven Engagement
The brand partnered with Blerona “Lona” Krivanjeva, their first little-person influencer and a well-known voice in the dwarfism community. With over 4 million followers, Lona brought both visibility and impact to the campaign.
Emotional Storytelling Through TikTok
The campaign unfolded through a series of TikTok videos documenting Lona’s journey-from trying on dresses to finding “the one” and walking down the aisle. These moments showcased Maggie Sottero’s inclusive sizing while resonating deeply with audiences
“Escala Agency makes it easy to find new creators that are high quality.”
- 564K views
- 68K likes
- 1.6K saves
- 538 comments
- 201 shares
- $24K EMV
Lona’s wedding journey generated widespread praise for Maggie Sottero’s dedication to celebrating all brides. The brand was also honored with the International Inclusion and Diversity Award at the 2024 Bridal Buyer Awards.
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