How did Milivine Boutique become a global brand?

Milivine Boutique achieved global recognition by creating viral social media skits depicting chaotic and dramatic dress fittings, which bypassed traditional marketing.

What is unique about Milivine Boutique's video content?

Their videos are role-played scenes, resembling mid-2000s teen dramas with plot twists and confrontations, which captivate viewers and achieve over a million views each.

How does Milivine Boutique's marketing strategy drive sales?

The boutique drives customers to their stores by creating engaging video content that builds a loyal fan base, without direct sales pitches, as viewers often visit after watching.

Home / Business and Economy / Sydney Boutique's Skits Hit 100M Views

Sydney Boutique's Skits Hit 100M Views

17 Feb

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Summary

Formalwear boutique transformed into global brand via viral skits.
Role-played dress fittings generate over one million views per video.
Social media storytelling strategy bypasses traditional marketing.

Milivine Boutique, a formalwear store with two locations in Sydney's inner-west, has achieved worldwide recognition through its unique viral skits. Launched in 2020, the boutique's founders, Kaymie Wuerfel and Alex, invested their savings into the business. Instead of conventional advertising, they embraced social media storytelling, using viral sounds and trending audio clips to create short, dramatic skits that depict chaotic dress fittings.

These role-played scenes, reminiscent of mid-2000s teen dramas, often feature intense plot twists and character conflicts, captivating viewers. Some individual videos have surpassed 100 million views, fostering a dedicated fan base that treats the content like a binge-worthy sitcom. The boutique's strategy focuses on engagement, with 90% of viewers reportedly watching videos to completion.