Sydney agency Bondi recently launched Meet the Mavis, a social media campaign, complimented by outdoor, to promote Mavi’s very hip jeans products. We’re always looking for clever online communications that use social media, as more and more of our clients look to enter this space of seemingly endless possibilities, happy time brand conversations and customer relationship rainbows.

Lots of photos of us looking uber cool.

Visit the site to meet Daniel, Serena, Marcus and Anna Mavi, all ridiculously hip, good looking and ready to chat to you about, well, mostly themselves it seems. The ‘conversation’ does seem a little forced at the moment, but this is real time. Anything could happen.

It’s not a new concept. Lots of brands are personifying products to engage consumers in the product ‘story’, and social media provides the perfect platform to maintain an ongoing narrative. A relatively niche youth fashion brand like Mavi is also perfectly positioned to take advantage of these channels, where most of their otherwise fractured audience segment is hanging out.

In a closet = hipster fresh. No doubt.

So, success?? The site is nice, with trendy if not relatively generic visual content reflective of the narcissicm and hedonism that a Gen Y audience obviously possess. Each of the Mavis have about 100-200 Facebook ‘likers’ and between 5-20 followers on Twitter.

I'm a pair of jeans and no, you can't post on my wall.

But how long will people actually want to engage with a pair of jeans for, even if they are really really good looking?? And what will jeans talk about on Facebook? And what do I say to a pair of jeans? And what will they be talking about in, say, 6 months…. still the same jeans??

Apparently the Mavis are here to stay. In response to feedback on the campaign, Bondi, has said that the strategy behind the campaign is to set up the Mavis ‘for what will be a long and hopefully interesting journey with their audience. On facebook they will talk about current social events, fashions and goings on amongst their particular demographic, plus offering discounts on Mavi products, concert tickets etc.’

Nice jeans. Do I want to talk to them? Guess I’ll have to see what they have to say.