Reposition the fashion brand and make it irresistible to a new target audience through an original visual storytelling.
Class has been dressing Italian women with refined elegance for nearly twenty years. Today the brand wishes to rethink the philosophy behind its style and create a direct link between the brand and the most contemporary trends, without, however, distorting its identity. In short: redesign the Class woman.
Following a first phase on strategy and positioning, we elaborated a campaign concept that recounts the brand’s new personality by following the modern woman’s daily routine. The storytelling shooting was later channelled through the web and social media.
TO BROADEN CLASS’S TARGET WE RECOUNTED DIVERSE EXPRESSIONS OF FEMININITY, ONE FOR EACH DIFFERENT TIME OF DAY.
An urban woman’s femininity can have many facets, and can be modelled according to individual commitments. The choice of an itinerant shooting in sofisticated locations and the complicity between the two models celebrates everyday life and reinvents the atmosphere surrounding the brand.
THE CLASS WOMAN BECOMES THE MANIFESTO OF AN INDEPENDENT FEMININITY THAT USES TIME AS AN INSTRUMENT FOR PERSONAL FULFILMENT.
AN EFFICIENT AND INCLUSIVE SOCIAL MEDIA MARKETING STRATEGY.
Social media channels have been used as a means of pulling on a new market segment. We created a new identity to communicate in a coordinated way across all channels. Following an initial storytelling phase we used sales tools to ensure products achieved wide visibility. Lastly, we implemented strategic campaigns geared towards promoting the brand’s retail activity.
Hits on the video campaign
Paid post coverage (tripled)
Increase of the Instagram fan base
Creative Executive Direction
Managing & Accounting
Social Media Management
WHAT WE DID