MANGO

SS16 #TribalSpirit #SoftMinimal #NewMetallics
Talent Procurement & Influencer Marketing

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The Brief

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 monthly instalments of the ATL campaign, as well as to cast a tiered set of influencers to support the traditional advertising with social activities, forming the basis for the now ongoing #MangoGirls initiative.

 
 
 
 

#TribalSpirit

For the first instalment, ITB 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. 

 
 
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#SoftMinimal & #NewMetallics

For Second and Third instalments, ITB cast and secured Liu Wen and Karlie Kloss, respectively. Beyond the casting element, ITB’s services also included creative music consultancy and rights clearance, casting and securing Jamie Hince and his band The Kills to feature in the campaign, as well as clearing the rights for the title track "Future Starts Slow”.

 

 
 
 
 

Event

MANGO held a private party in Barcelona to mark the launch of its #TribalSpirit collection at its recently-opened flagship store on the infamous and well-known street, 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 November who served as the catalyst and were the founding members for the ongoing #MangoGirls Influencer Program. 

 

 
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