Mrs. O - From blog to brand in under six months

This campaign recognised an opportunity to create a style blog about Michelle Obama. The U.S.

Mrs. O – From blog to brand in under six months

BBH, New York


Explore a personal passion.

Trust your instincts.

Build a brand that treats people like you would.

Believe a planner can do more than plan.

Those are just a few of the philosophies at the heart of, an agency developed blog that celebrates first lady Michelle Obama's style, and in six months time, with no paid media, has infiltrated popular culture. It is now commonplace for the media to refer to Michelle Obama as “Mrs. O” when discussing her style; when we began,...

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