Recalibrate MCM’s social strategy for Gen Z

Challenge

MCM is a legacy brand steeped in heritage but it has struggled recently to connect with younger audiences. Rad Studio has been appointed to recalibrate their social strategy, starting with a complete overhaul of their TikTok account, to position them as the luxury goods staple for the new generation of tastemakers.

Solution

We’ve developed a strategy built to drive relevance, reach and rhythm across social. We’re making MCM feel alive again — playful, expressive and full of character — transforming them into a brand that’s fluent in internet culture, not just present on the platform.

By tapping into the right tastemakers, trends and cultural moments, we’re translating MCM’s craftsmanship and creativity into a social presence, building the brand’s cultural energy through social.