S/S ‘21 Direct Marketing Campaign
FM213 201
Ameer Mussard-Afcari
Isabelle Jones
Marissa Lee
Sydney Scarola
The
Company
Source: https://www.gq.com/story/marni-labels-on-fire-spring-2019
Company Overview
Marni is an Italian luxury fashion brand, founded in 1994
Aesthetic: irreverent, eclectic, daring, playful, colorful, refined
Revenue: 170 million EUR (Zargani, 2019)
Competitors: Loewe, Lanvin, Comme des Garcons
Weaknesses: Lackluster presence on social channels (low engagement), Little promotion for events or creative projects, lacks relevance among young consumers
Marni S/S ‘21 Campaign
The idea for this season’s campaign is to involve three creative collaborators - musician and fashion celebrity fka twigs, artist Chloe Wise and fashion writer Alexa Chung - to become the driving forces behind Marni’s creative efforts for the season. Beginning with an invite-only event to kick off the season, the three collaborators will appear in-store to promote the latest issue of Marni’s publication ANTICAMERA, which the three of them worked together to creative direct. In addition to this, the rest of the season will see individual efforts from the creatives respectively, including Instagram posts, written pieces and other creative work. Other efforts include weekly Instagram Live sessions with the collaborators, campaign hashtag #MyMarni, sponsored sales through resale website Grailed, and the launch of our very own Marni app.
Campaign Collaborators
FKA Twigs
Musician
Chloe Wise
Artist
Alexa Chung
Fashion Writer
4.0: Objectives & Channels
Objective: Increase Brand
Awareness
Channel - Social Media
Channel - Digital Advertising
Channel - Direct Mail
Channel - Mobile Marketing/Other
Objective: Reactivate Existing Customers
Channel - Social Media
Channel - Direct Mail
Channel - Mobile Marketing/Other
Objective: Activate New Customers
Channel - Social Media
Channel - Digital Advertising
Channel - Mobile Marketing/Other
Campaign Timeline
December 28
Complete wipe of Marni Instagram
January 1st
Send out email and direct mail invites for special in-store event featuring “special guests”
January 4th - 8th
Tease social media with hints of new campaign, using updated content, email blast with hints
January 9th-13th
Unveil collaborators individually on socials (collaborators will post as well), email blast at end of week with info on the event + how to stream it, guests and plus 1’s RSVP
January 13th - 17th
Social media countdown in days leading up to the event, more event info released
January 17th
Night of event - live streamed on social media, appearances and performances from creators, guests gifted new ANTICAMERA issue, which has been creative directed by the collaborators. Marni app announced at event. New collection unveiled
Campaign Timeline (cont.)
January 18th + 19th
Days following the event - reposting guests’ stories and photos from the event to the Marni ig, recapping event (app, ANTICAMERA available for purchase, etc.) Emails and social posts go out advertising upcoming Live with FKA Twigs and a special announcement during the live, customers can download the app to be reminded.
January 20th
FKA Twigs Instagram live. Customers reminded through the app. FKA’s special announcement is a new edition of her AVANTgarden zine, completely Marni themed.
January 21st
FKA posts her insta zine. FKA live archived to Marni IGTV. Alexa Chung ig Live announced, advertised throughout the week that there will be a special announcement in her Live.
January 27th
Alexa Chung ig Live, Grailed sale is announced along with the fact that Chung has written the Dry Clean Only article attached to the sale
January 28th
Grailed article and sale goes live. Alexa Chung live archived to Marni TV. Week spent advertising final ig Live with Chloe Wise, again with special announcement involved.
February 3rd
Chloe Wise ig live, it is announced that she has created a collection of pieces inspired by the campaign now available for purchase through the Marni app and website.
Campaign Timeline (cont.)
February 4th
Chloe Wise pieces listed to the Marni website. IG live archived to IGTV.
Ongoing/Rolling Efforts
5.0: Customer Journey
Social Media Renovation
Sponsored Archive Sales
Created in conjunction with the marketing funnel in order to track a customer’s entire relationship with brand, from first instance of awareness to becoming a lead to closing on a sale
The Customer Journey
In-Store Event
Search Engine Marketing
Awareness:
Interest: Fostering interest to turn prospective customers into promising leads.
Interaction Over Social Media
Consideration: Customers now consider what their relationship with the brand.
Email Newsletters
Marni App
Intent: Foster a customer’s intent on purchasing.
Digital Marketing
In-Store Experience
The Customer Journey
The Customer Journey
Evaluation: Customers evaluate how a purchase might serve them.
Making a Purchase
Purchase: The final stage where individuals make purchases and become actual Marni customers.
The Customer Journey
6.0: Budget
The top 3 expenditures for this campaign are
FKA Twigs performance = $50,000¹
Cost to hire production company = $50,000
Gifts, influencer fees, misc. = $20,000
Cost of hiring digital marketing agency to handle SEO, PPC, etc. (estimate from WebFX)
App development costs²
7.0: Creative
ANTICAMERA Relaunch Event
8.0: Metrics
Metrics
Instagram Engagement Rate
New Visitors vs. Returning Customers
Click Through Rate
Conclusion
The fashion industry is changing rapidly and even the oldest luxury brands are adapting with the changes.
In order to grow, Marni needs innovation.
Sources
Seikaly, A. (2014, May 22). How Much Does It Cost to Book Your Favorite Band? Retrieved from https://variety.com/2014/music/news/degy-entertainment-breaks-down-artist-booking-fees-1201189498/
Armia Systems. (2020). Armia Systems Mobile App Estimate Report. Deerfield, IL
Image: https://www.harpersbazaar.com/uk/beauty/mind-body/a28443357/alexa-chung-suffers-from-endometriosis/
Image: https://www.grammy.com/grammys/artists/fka-twigs
Zargani, L. (2019, November 27). Marni CEO Exits Brand. Retrieved from https://wwd.com/fashion-news/designer- luxury/marni-ceo-stefano-biondo-barbara-calo-1203379916/