Client
Emporio Armani
Services
Video Production
Photography
Feature Article
Social Coverage
Email Newsletters
Year
2023
Vertical
Fashion
There are few brands that embody all that is premium like Emporio Armani, which is why Man of Many was proud to partner with the iconic Italian luxury fashion house to help launch its Spring/Summer 2023 collection. The campaign’s main objective was to drive desirability for the new collection and to create engaging local content featuring Australian talent. Not only did Man of Many’s approach achieve this, but it exceeded forecast results across many key metrics.
Strategic Insights
The primary goal of the campaign was to highlight the Emporio Armani SS23 collection, with a focus on the new Sabot footwear. The campaign aimed to position the Sabot as the must-have item for summer 2023, while also showcasing the broader collection’s versatility and style. The target audience included fashion-conscious men interested in high-end, stylish, and comfortable travel-ready apparel.
Creative Concept
The creative concept revolved around the theme of “Destination.” The campaign showcased the collection in idyllic settings, emphasising the escape-ready nature of the apparel. The centrepiece was the Sabot, a versatile and stylish slip-on shoe perfect for various summer activities. The campaign included stunning visuals shot at Bangalay Luxury Villas, complemented by engaging editorial content, social media posts, and a dedicated video.
Implementation
The campaign was executed through a multi-channel approach, ensuring maximum reach and engagement. It featured a combination of a dedicated photography feature article on Man of Many’s homepage, a series of Instagram posts and stories, Facebook posts, and several email newsletter inclusions. Each channel was carefully chosen to highlight different aspects of the collection and to reach the target audience effectively. The photography captured the essence of the SS23 collection in beautiful, natural settings, while the video production provided a dynamic view of the apparel in action.
Results & Key Metrics
The Emporio Armani campaign significantly exceeded expectations, delivering impressive results across all metrics. The feature article surpassed its forecast by 5%, while Facebook achieved a 19% increase over the target. Email marketing proved exceptionally effective. The EDM newsletter inclusion achieved 54% over the campaign objectives. Notably, the “Products of the Week” Newsletter inclusion reached an astounding 193% above the forecasted opens. The campaign’s total impressions achieved a significant 69% above campaign objectives.
Credits
Photographer: Harry Hayes
Digi: Rocket Weijers
Talent: Harrison Kennedy
Video Director: Richie Hall
Cinematographer: Richie Hall
Drone: Harry Parsons
Production: Denise Barnes, Harry Parsons
Hair and Makeup Artist: Brooke Low
Stylist: David Jim
Editor: Richie Hall
Video Colourist: Marcus Friedlander
Location: Bangalay Luxury Villas
Article Content Creation: Rob Edwards
