Talent Procurement & Influencer Marketing
ITB were approached to work collaboratively with MANGO and creative agency Wednesday to help forge a new direction for MANGO's communications with monthly trend-led campaigns to convey the brand's fast paced and fashion focussed appeal to the millennial audience. ITB's remit included the casting of a top-tier girl to feature in each monthly ATL campaign, as well as to cast a tiered set of influencers to support the traditional advertising with social activities and reach new potential customers around the world.
The Campaign Ambassadors
For the first campaign born from this new strategic and creative approach in January 2016, ITB researched, cast and engaged Kendall Jenner to be the face of the #TribalSpirit trend. For the second monthly campaign, ITB cast Liu Wen as the campaign face for the #Soft Minimal trend. For the third campaign instalment, #New Metallics, ITB cast and secured Karlie Kloss as the face of the campaign.
Key taste-makers whom together embody what it means to be a #MangoGirl were also cast to form the social influencer layer of the campaign. For each campaign, ITB engaged influencers, including Pernille Teisbaek, Camille Charriere, Jeanne Damas, Giorgia Tordini, Veronika Heilbrunner, Immy Waterhouse, Joanna Halpin, Gilda Ambrosia, Diletta Bonaiuti and Lizzy Van Der Ligt.
ITB continued work with MANGO to bring influencers along with Kendall Jenner to star at the launch event, taking over the top two stories of MANGO’s biggest immersive mega-store in La Rambla, Barcelona. Key influencers including Caroline De Maigret, Candela Novembre and Patricia Manfield were also in attendance.