The Maxbone and Bridgerton collaboration aimed to merge luxury pet fashion with the beloved Regency-era aesthetic of the hit Netflix series. The primary goals were to drive excitement around the Maxbone and Bridgerton collaboration, increase site traffic and sales, and highlight the brand’s commitment to social impact. By leveraging Bridgerton’s cultural cachet and pairing it with an uplifting, adoption-centric storyline, Netflix and LA-based creative agency Saylor sought to resonate with both pet lovers and fans of the show, ultimately positioning the collaboration as a must-see moment and a cause worth celebrating.
Our challenge was to showcase the Maxbone line prominently in a way that felt organic rather than overtly promotional.
To achieve this, we focused on three key components to offset the ad-like feel:
To make the video feel authentic and social-first, we incorporated Jess Rona’s signature editing style throughout.
To generate buzz and engage audiences, the video focused on creating a playful, heartwarming narrative: three adoptable rescue dogs from Wags and Walks receiving Bridgerton-inspired makeovers. With the help of celebrity dog groomer Jess Rona, the campaign spotlighted the unique collection while advocating for animal adoption.
The Maxbone and Bridgerton collaboration captured widespread attention and drove measurable success. The Instagram video amassed 2.1 million views, 67,700 likes, 178 comments, and 2,855 shares, garnering strong engagement from both pet lovers and Bridgerton fans. The video’s impact extended beyond social media, leading to a 44% surge in Maxbone’s site traffic and a 13% increase in sales. Most importantly, the video resulted in a heartwarming outcome: all three of the Wags and Walks rescue dogs featured in the video found their forever homes. The video’s overall results demonstrate the video’s effectiveness in blending storytelling, social impact, and brand promotion to create a memorable and meaningful collaboration.
