the maxxinista
express
Get in Maxxinista, we're going shopping!
Maxxinistas love to Maxx-hop, hitting multiple TJ Maxx stores in a single day. So for the holidays, we did what any reasonable brand would do: we built them a bus.
Customized by West Coast Customs (yes, the Pimp My Ride guys), our double-decker came with exclusive merch, festive décor, and a working fireplace. Because Maxxinistas don't do subtlety.
1 bus. 3 cities. 90 Maxxinistas.
And a whole lot of strangers who didn't stay strangers for long.
campaign results and press:
261.9M earned impressions (+118% vs. benchmark)
20.6M social impressions (+106% vs. benchmark)
851 pieces of UGC, 4.3M views
354 comments asking us to roll into their city
90 Maxxinistas living their absolute best life
PR Newswire | Apartment Therapy | Refinery29 | Retail Dive | Patch | Country Living | E! News | NewBeauty | Good Housekeeping
brought to life by a team of professional maxxinistas:
agency: Edelman
cds: Victoria Probert, Sanay Lemus
sr cw/games coordinator: Laura Walsh
sr ad/snack master: Abbey Roam
design: Graham Robson
production: Scott Siegel, Natalia Lens
production partners: West Coast Customs
photographer: Zoe Rain
the photos
the videos
