SS16 #TribalSpirit #SoftMinimal #NewMetallics
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.
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. Kendall created a pre-launch buzz prior to the competition encouraging followers to post their own content wearing the trend. Kendall announced the winners and styled the winners looks at a Mango event in Barcelona. The campaign achieved an engagement rate of 6% and total of 2,999,200 likes.
Following the success of the first campaign, 'Tribal Spirit', ITB research and cast Liu Wen for the next month and the next trend, 'Soft Minimal'. This campaign focused on gaining credibility Mango credibility and cementing it as the go-to 'essentials' brand amongst fashion industry insiders. Fashion weeks in London, Paris and Milan were chosen as the settings to generate #SoftMinimal content an publicity.
The last trend-campaign that took place in the third and final month was #NewMetallics. For this campaign, ITB cast Victoria Secret Supermodel, Karlie Kloss featuring Jamie Hince and The Kills. Beyond the casting element, ITB also included creative music research and securing the license for the title track "Future Starts Slow" by The Kills.
MANGO held a private in Barcelona to mark the launch of its Tribal Spirit collection at its recently-opened flagship store on Las Ramblas. The key driver of press to the event was Kendall Jenner, the face of the campaign, who was able to create a buzz around the campaign and the collection. The event also brought together other influencers such as Caroline de Maigret, Patricia Manfield and Candela Novembre.