Webby Award Submission

Nastia Liukin, a renowned gold medal gymnast, record holder, and correspondent known for her distinct fashion, collaborated with Bloomingdale’s through LTK to produce the #GRWM (Get ready with me) Nastia in Paris Creator campaign during the Paris 2024 Summer Games.

The program objectives were to grow Gen Z and Millennial women audiences for Bloomingdale’s and drive awareness and engagement for their Venus Williams brand.

The campaign featured exclusive behind-the-scenes content from Nastia as a Summer Games correspondent, sharing her wardrobe choices and making selections for key events, including an exclusive Summer Games fashion party hosted by Vogue Editor-in-Chief Anna Wintour, considered one of the most powerful trend identifiers in the industry.

Nastia’s community-building efforts through LTK turned viewers into active participants, fostering deeper connections and meaningful interactions while offering the opportunity to purchase the featured fashion selections.

The power of BTS content

Behind-the-scenes (BTS) content from high-profile, global events gave summer games fans an unfiltered moment captured with Nastia. The BTS content humanized the experience and created a captivating connection. The campaign with Bloomingdale’s focused on Nastia Liukin's unique perspective through GRWM content. Nastia's perspective as a gold medal record holder and her storytelling provided a unique perspective on her time in Paris during a celebrated global event.

Collaborative Content

Through engaging content, Bloomingdale’s partnered with Nastia to showcase her stylish selections during a peak time of engagement for her as an LTK Creator and Summer Games correspondent.

Collaborative styling and capturing content

Bloomingdale’s and Nastia curated trending looks in partnership with LTK for her appearances at the Summer Games while capturing BTS content including her glam prep and outfit selections.

Live and edited content production

LTK's creative team professionally edited the video footage to deliver visually engaging content used across various channels.

Distribution of content

Branded content was distributed on LTK with 40M shoppers and across Nastia’s, Bloomingdale’s, and LTK’s social media channels, reaching more than 10s of millions.

The Bloomingdale’s x Nastia in Paris campaign delivered remarkable results

Nastia's “Get ready with me” (GRWM) content scored a perfect 10 in engaging and growing audiences. She earned 40% more engagement by sharing across her social media, LTK store, and the LTK homepage with more than 40M shoppers and ad-boosting from her social profiles scaled reach to millions of new Gen Z and Millennial women for Bloomingdale’s.
Nastia’s community-building efforts through LTK turned viewers into active participants, fostering deeper connections and meaningful interactions while offering the opportunity to purchase the featured fashion selections.

Group 60904-1

Bloomingdale’s premium offerings

Nastia integrated Bloomingdale’s fashion selections into her Summer Games wardrobe. The collaboration enhanced shopper interest and reinforced Bloomingdale's as a key source for luxury and lifestyle fashion.

Cross-channel synergy

The campaign leveraged multiple channels—social media, media outlets, and her LTK—in the LTK shopping site and app with 40M shoppers. This allowed it to reach a broad, diverse audience. The approach boosted engagement by sharing real-time, fashion-forward content around the 2024 Summer Games.

Social amplification and community engagement

Nastia grew audience engagement by sharing her behind-the-scenes content, mixed with curated posts, videos, and stories, across her LTK store, on the LTK site and app, and on social channels through LTK’s creative support. She combined entertaining storytelling with a mix of shoppable content.

LTK Boost amplified Nastia’s posts through boosted ads from her profile, scaling her reach even further among the millions of avid summer game Gen Z and Millennial fans.

This strategy connected the audience with aspirational moments and boosted Bloomingdale’s reach through LTK during prime time moments of this event, scaling audience reach and engagement.

Brand awareness and engagement

Leveraging excitement and momentum from the global event, the Bloomingdale’s x Nastia in Paris campaign delivered captivating, inspiring content while capitalizing on Nastia’s global recognition and influence. The campaign amplified key moments through storytelling content like GRWM routines and DIML activities.

Social media

Nastia boasts a highly-engaged social media audience that interacts with her content regularly. As a former Olympian, her real-time content at the Paris Summer Games provided a significant boost in brand visibility.

The LTK app

Creators bring a personal touch to brand endorsements. Their followers see them as trusted voices, making their shopping recommendations feel more like genuine advice from a friend rather than a sales pitch.