Victoria Probert
The Maxxinista Express: a red double-decker bus wrapped in a giant red bow, parked under palm trees.

Maxxinista Express

ClientTJ Maxx
AgencyEdelman
TaglineGet in Maxxinista, we're going shopping.
ChannelsExperientialEarnedSocial

Maxxinistas love to hit multiple stores in a day. So, we built them a bus.

The Maxxinista Express was a tricked-out double-decker holiday house on wheels, custom-built with West Coast Customs (remember Pimp My Ride?) for shopping, styling, and hanging out between stops.

The VIPs? The fans themselves. Ninety real Maxxinistas hit the road through three cities across three states with lifelong Maxxinista Janel Parrish as our holiday host.

PressPR NewswireApartment TherapyRetail DiveCountry LivingE! NewsNewBeautyGood Housekeeping
A woman photographing her friend in front of the bus’s giant red bow.

On board

Inside the bus: a pink fireplace hung with stockings under a neon “Merry Maxxinista” sign.
The bus lounge: a curved red velvet banquette piled with holiday pillows.
Red velvet booths and wrapped gifts on the bus’s upper deck.
Guests chatting on the red banquettes inside the bus.
A needlepoint pillow reading “Full cart, full heart” on a red velvet seat.
A green-paneled corner of the bus with striped and nutcracker pillows.
A needlepoint pillow reading “Fueled by iced coffee & great finds.”
Holiday pillows under the Maxxinista Express sign, one reading “Who let me in TJ Maxx unsupervised?”
A shopper stepping off the bus with TJ Maxx bags in both hands.
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On social

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Behind the scenes

Two women posing beside the bow-wrapped Maxxinista Express.
The bus parked outside a TJ Maxx store, a guest in a red coat posing in front.
A crowd cheering as a shopper walks the pink carpet out of the store.
Two women taking a selfie inside the store.
A woman in a cowboy hat and shearling coat reacting with delight among the racks.
A shopper in a leopard-print coat carrying TJ Maxx bags.
Friends toasting with iced drinks outside the store.
Two women walking out of a TJ Maxx entrance decorated with red and gold balloons.
A crowd gathered around the bus in the store parking lot.
The back of a red crew sweatshirt printed with the bus and “Los Angeles · Dallas · Miami.”
A guest holding a red gift card folder reading “a little extra sparkle just for you.”
A box of doughnuts with red iced letters spelling “Maxxinista.”
A large group of guests posing in front of the Maxxinista Express.
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The results

261.9M
Earned impressions
20.6M
Social impressions
851
Pieces of UGC
4.3M
UGC views
98%
Key message pull-through
96%
Positive sentiment