Now in our third year with Italy’s Twinset Milano, we began a collaborative project in July 2018 with London’s Button Collective to create a communication and engagement campaign for two new London stores. The campaign breaks late August…
- The communication strategy will create a CIAO LONDON! ‘wrapper’ that introduces Twinset Milano to a new UK and London centric audience and positions the brand as something new, desirable, inspiring and of-the-moment. The campaign will have an optimised channel mix to deliver high awareness moments-in-time and longer term engagement via digital channels.
- In two phases: July and August will be about seeding, tactical initiatives to support the sales plan and preparation for the ‘brand’ launch in September.
- The second phase September through December will add in higher pro le initiatives when the stores are clear of sale items and the new AW18 season is live.
PR and influencing
A first PR goal is to influence the influencers through existing relationships and a personal outreach programme. The objective is to encourage positive talk about the brand and gain awareness via each influencer’s network. Although we are all influencers and the outreach will be wide, there we will a focus on 10 key fashion influencers.
Search: A UK centric focus has been added to Twinset’s SEM (Search Engine Marketing) activities. This will help ensure good search engine rankings for the brand and appropriate search terms – examples: Party dress, Italian fashion and luxury bags.
Social: A UK calendar of social content will drive daily posts across Facebook and Instagram via both organic and paid-for. Highly targeted, the campaign is designed to build brand awareness, engagement and in time conversion.
E-mail: A dedicated UK recruitment and segmentation programme will be explored in August 2018 with the aim of ensuring content is relevant and conversion can be both measured and driven at country level.
The outdoor media plan is designed to create target audience awareness in their local area – where around 65% of shoppers in the King’s Rd live local. The campaign will cover the all important AW18 season launch and London Fashion Week.