Overview
Tasked with ideating a new line extension and the associated Integrated Marketing Strategy for a campaign launch for an existing brand, we proposed Ferragamo Home. Throughout the project, we extensively researched the luxury interiors industry and Ferragamo as a brand to propose a new line, marketing campaign, launch, and logistics that are realistic and conducive to the brand. To restore top-of-mind awareness among consumers and generate new excitement for the brand, we ultimately decided to hone in on Ferragamo’s rich Italian heritage and premier craftsmanship to develop the properties of this line. We sought to portray a passionate and welcoming story, emphasizing the characteristics people wish to bring into their homes when creating our film advertisement and other marketing deliverables.
Key Activities
Propose the Initiative: Research the brand history and the luxury interiors market to determine the strategic direction of the new line.
Customer Segmentation: Research Ferragamo’s current target market and gather segmentation data for the luxury interiors market.
SWOT Analysis: Determine strengths, weaknesses, opportunities, and threats for the brand and this specific initiative.
Determine and Analyze Competition: Discover the key competitors, analyze their offerings, and spot opportunities in the market.
Analyze Competitor Performance: Research and analyze competitors’ performance and how Ferragamo can successfully enter the market.
Develop the IMC Process: Complete all areas of the process, including determining the problem, the possible opportunities and challenges, and potential communication barriers.
Gather Key Consumer Insights: Create, execute, and analyze the results of a survey that answers key questions and aids in making strategic decisions.
Determine Communication Objectives: Decide on the goals of the advertising campaign/process and how to achieve them.
Create a Communication Mix: Determine the best mix of marketing methods to reach the desired target customer segment.
Budget Allocation: Create and disperse an advertising budget based on the importance of categories.
Planning the Launch Events Details: Plan a launch event that is both strategic and exciting.
Time of Launch: Research key data to decide on the best launch time for the line and campaign. Create a Gantt chart detailing the execution of marketing deliverables.
Creative Film Advertisement Idea Development: Create and execute a well-thought-out and evocative film advertisement concept and collaborate with film students on the development process.
Role: Creative Director
Process Book
Film Stills
