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  • New York
  • Dedicated Wild

Bold trendsetter, pop icon and business tycoon Rihanna rocked the fashion universe when she became the first black woman to partner with the world’s largest luxury group, Louis Vuitton Moët Hennessy (LVMH), and create the first high-end fashion house since 1987’s Christian Lacroix. To generate global buzz prior to the release of any collections or content, Rihanna came to MilkMoney with an idea for an interactive OOH experience that would inspire brand engagement and cause a viral sensation—a mirror wall for fans to “See themselves in Fenty” and take selfies. Using the MilkMoney mobile web app, Rihanna secured two street-level billboards in the heart of the NYC fashion scene and shattered expectations about the power of outdoor to engage audiences and create impact. The Fenty activation immediately went viral, generating hundreds of millions of earned impressions and proving that a single strategic placement of an experiential billboard can launch a fashion house. 

Earned Impressions
“MilkMoney has been a great partner. They helped us select the perfect inventory, in the exact location we needed, creating the impact we wanted to help us establish the Fenty brand. This campaign garnered incredible reviews from fans and passersby alike.”
Ileana Diez Head of Marketing, Rocnation
Ileana Diez Head of Marketing, Rocnation

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