Submitted by m ss ng p eces

Mucinex Sickwear YouTube Livestream Fashion Show

Influencer Marketing

m ss ng p eces staged a livestream fashion show with YouTubers modeling from their bedrooms to launch the Mucinex Sickwear clothing line, and reports 12M Impressions.

12MImpressions
2.3MViews
475KUnique Audiences

Case in 60 seconds

Mucinex, a cough and cold brand, was launching its first limited edition clothing line, so the agency had to introduce apparel from a brand whose category is medicine rather than fashion.

The campaign turns on the fact that clothing made for feeling rough is worn at home rather than in public, so the agency placed the YouTubers in their own bedrooms instead of on a runway.

The organizing idea was to launch Sickwear as a fashion event, a choreographed online livestream fashion show, so that a cough and cold brand entered apparel through the conventions of a runway rather than a product announcement.

YouTubers Chriselle Lim, Drew Scott, Nava Rose, Daniella Perkins and Jacques Slade appeared from their bedrooms in an online livestream, modeling the ready-to-wear, sleepwear and accessories. Director of immersive Mike Woods orchestrated the show from 6 different locations at once, while Danielle Levitt created the video assets.

m ss ng p eces reports 12M Impressions, 2.3M Views and 475K Unique Audiences, and the page lists award recognition from AICP, Cannes, Clios, D&AD, One Show, Shortys and Webbys, including a D&AD Wood Pencil.

Strategy Breakdown

One press headline on the page frames Sickwear as Mucinex leaning into the Covid era, so the line was positioned around being unwell at home as a common condition rather than a private one.
Cough and cold brands sell symptom relief rather than clothing, so a limited edition apparel line needed a launch format that made sense outside the medicine aisle.
The page casts Mucinex as a brand for when people are feeling rough, so Sickwear extends its role from treating the cold to dressing the person who has it.

Creative & Execution System

Assets & channels

  • YouTube

Partners

  • m ss ng p eces
  • Barbarian Agency

Creator role

  • Chriselle Lim — creator
  • Drew Scott — creator
  • Nava Rose — creator
  • Daniella Perkins — creator
  • Jacques Slade — creator

Results & Evidence

MetricValue
Impressions12M Impressions
Views2.3M Views
Unique Audiences475K Unique Audiences

Why m ss ng p eces' strategy worked

  1. 1

    A brand entering a category far from its own can borrow that category's conventions, so a medicine brand staged a fashion show rather than a product demonstration and earned coverage framed as an apparel debut.

  2. 2

    Staging talent in the setting where a product is used ties the message to the use case, because clothing for being sick belongs in a bedroom rather than on a runway.

  3. 3

    A livestream directed from several locations at once lets multiple YouTubers take part from their own homes, which removes the need for a shared set while keeping a single choreographed show.

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