Maguire Holiday '25 Campaign

Student Work | Humber College | Case Study

Social media campaign across the 2025 holiday season for Maguire Shoes, a woman-led Montreal-based small batch footwear brand. Where fashion meets function.

Self-Care = Self Gifting

We give gifts to show the people we love how much we appreciate them, but are we showing ourselves that same appreciation?

I positioned Maguire as not just the 'perfect gift' destination, but the 'perfect gift to give yourself.'

Spotlight on ethical production, affordability, and Canadian identity

Guilt free self-gifting.

The Strategy

Audience + Opportunity

First I conducted an audience listening assessment.

Pulling from social media channels like TikTok and Instagram; Reddit and native Maguire socials for overall audience sentiment.

Allowing me to understand the audience and find the gap in the market.

Key Insights

Women 25-40 urban living/working
Feels guilty spending one herself during the holidays
Struggles to find winter-ready fashion that is functional and expressive
Wants better options than mass-market fast fashion or overpriced designer pieces

Channel Ecosystem

Content Pillars

Calendar

KPI's

Engagement
Follower Growth
Email Subscription Rates
Email Open Rates
Conversion Rates
CTR