Sciuraglam x Vestiaire Collective
“The goal was to create synchronicity between the digital and out-of-home space with a campaign that united Milanese cultural touchpoints. Vestiaire Collective wanted to revamp its social strategy. So we worked to deliver a campaign that only true “Milanesi” could appreciate.”
- Rachel Howard
Background
Vestiaire Collective, a leading brand in the resale of second-hand fashion, made a triumphant return to the communication scene in Milan after months of absence. The objective was to engage with the fashion-savvy residents of Milan. It was crucial to leave a lasting impression on individuals accustomed to a constant influx of messages and information, their attention spans growing shorter by the day.
Idea
To accomplish this, we ingeniously intercepted the iconic language spoken by the fashion enthusiasts of the city. We elevated it, transcending it from the realm of ordinary social media chatter to the hallowed realm of the bustling Milanese streets.
This was done in partnership with the iconic social media page @sciuraglam, which is dedicated to Milan’s wealthy street-style icons.
Our approach took the form of a clever and ironic out-of-home (OOH) campaign, ensuring that our message would resonate in the minds and hearts of the fashion-savvy populace.
Results
85 “Out Of Home” ad placements around Milan
87% Positive Customer Sentiment Analysis
2.4M Reach across Instagram