SOCIAL MEDIA

The Work: Grammar NYC — Organic Community Architecture

The Narrative
At KMM Creative Direction, we don't believe in "followers"—we believe in advocates. When we took over Grammar’s social presence, the audience was dormant. We saw an opportunity to transform a quiet feed into a vibrant, values-driven ecosystem. By treating social media as a living extension of the brand's architectural soul, we cultivated a community that didn't just watch the brand—they lived it.

The Strategy: The 6-Month Roadmap to Resonance
We engineered a multi-layered strategy that balanced the high-gloss world of NYC fashion with the grounded transparency of sustainable design.

• Narrative Synergy: We crafted a 6-month roadmap that synchronized influencer partnerships, high-concept fashion photography, and behind-the-scenes (BTS) storytelling to humanize the brand’s ethical rigor.

• The Power of the Prompt: We introduced strategic movement markers—#GrammarWoman and #GrammarTime—to gamify brand loyalty and turn customers into co-creators.

• Values-Led Engagement: We moved beyond "outfits" to "ideals," centering the conversation on sustainability and the "essential wardrobe," which allowed the brand to command authority in the ethical fashion landscape.

• The Result: Velocity & Visibility
  By shifting from broadcast to dialogue, we achieved exponential growth that outpaced industry standards for organic engagement.

  • Community Expansion: We grew the Grammar community organically from 700 to 2,200 highly engaged members in just 30 days—a 214% increase fueled by genuine connection.

  • Cultural Trending:

    • #GrammarWoman: This unboxing and lifestyle initiative resonated so deeply that it trended for 28 consecutive days, creating a self-sustaining cycle of user-generated content.

    • #GrammarTime: Our designated drop-day strategy ensured every product launch felt like a cultural event, typically trending for 72 hours post-launch and driving immediate conversion.

  • Lasting Impact: We didn't just build a following; we built a digital flagship where every post served as a strategic touchpoint for the brand's growth.