Concept
#Blumarine40: duty now for the future
For its 40th anniversary Blumarine celebrated its story — which is strictly linked to Anna Molinari’s personal vision — with a retrospective book, Anna Molinari - Blumarine. This event also became the opening chapter of a digital campaign, #blumarinestories. It was not purely retrospective, but futuristic, opening the door to the next 40 years of the brand and thus creating a bridge between past, present and future.
Idea
#BlumarineStories: a digital tale
Six fashion movies — with the extraordinary participation of super top model Sara Sampaio — reinterpreted the book’s six main chapters. In each, Anna Molinari illustrated the brand’s approach to femininity and fashion design. Published over a period of 10 months in an ad hoc Blumarine Stories section on blumarine.com, the movies promoted two seasonal collections and directly supported online sales.
The added value
Shop the #BlumarineStories
The involvement of six different fashion influencers integrated perfectly into the #blumarinestories storytelling. For each of the six movies, specific digital content was created and posted in the Blumarine Stories section on blumarine.com. Each was created based on each influencer’s voice and vision, Blumarine’s poetics, and the mood of the relevant collection, thus providing an additional sales boost to online shopping.
Results
RESULTS
20.345.000
impressions (+36% vs. planned impressions)
128.237
clicks (+47% vs. planned clicks)
1,5%
Facebook campaign average CTR (vs. market benchmark 0,35-0,60%)
41.340
e-commerce visits
76.340
blogger content interactions (+60% vs. planned interactions)
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