Monica Lewinsky’s Reformation Fashion Campaign Generates Over $2 Million in Media Exposure Within 48 Hours With Voter Registration Initiative
Monica Lewinsky’s campaign for Reformation was a hit for the sustainable clothier, according to a report released by Launchmetrics on Wednesday. The activist and writer’s collaboration with the brand, which also celebrated their partnership with voter registration efforts with Vote.org, amassed $2.2 million in Media Impact Value within two days. Reformation’s own Instagram post sharing the news generated $96,000.
MIV is a proprietary metric that assigns a true monetary value to marketing strategies across print, online and social media in order to calculate return on investment.
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Reformation’s “You’ve Got the Power” campaign, photographed by Zoey Grossman, showcases Lewinsky in the label’s newest workwear collection. Ranging from $58 to $798, it includes sleek suiting, outerwear and accessories.
The eco-friendly brand has also teamed up with Vote.org to drive voter registration amid Super Tuesday and the upcoming 2024 presidential election. Reformation pledged a donation to the organization, and 100 percent of proceeds from its “You’ve Got the Power” sweatshirt will benefit its efforts to spread awareness about ballot initiatives, voting by mail and more.
Reformation’s “one-stop voting hub” allows visitors to access Vote.org’s key features, including online registration and important election dates, through the clothing brand’s website.
“Voting is using your voice to be heard, and it’s the most defining aspect of democracy,” Lewinsky said on the campaign’s landing page. “If you wanna complain for the next four years, you gotta go out and vote.”
Lewinsky’s first foray into the political sphere was as an intern for the White House, where her affair with then-President Bill Clinton generated copious media attention. In recent years, the subject has been reexamined in Ryan Murphy’s anthology series, “American Crime Story” and, in Lewinsky’s own writings, through the lens of the Me Too movement.
Lewinsky frequently advocates against cyberbullying, a phenomenon she has related to from experiencing media backlash during the late ’90s scandal. On social media and in her writings for Vanity Fair, she’s also been outspoken about the importance of voting.
Both Lewinsky’s connections to politics and her status as a feminist figure align with Reformation’s mission to promote women’s empowerment. More than three-quarters of Reformation’s management team are women or people from underrepresented populations, and the company previously released a line of political slogan T-shirts following the election of President Donald Trump in 2016.
Monica Lewinsky Models Workwear Fashion for Reformation’s New Campaign [PHOTOS]
Launch Gallery: Monica Lewinsky Models Workwear Fashion for Reformation's New Campaign [PHOTOS]
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