Moving the Needle From A Perception Standpoint
Mango approached ITB with their key objective: to reinvent their brand by moving the needle from a perception standpoint amongst consumers and their customer base. ITB thereafter set out to consistently align the brand with fashion credible tastemakers in order to drive awareness, brand equity and sales.
Building Advocacy and Affinity Amongst the #MangoGirls to Earn Fashion Credibility
ITB worked closely with MANGO on building a robust tiered Influencer programme activating fashion-credible talent from macro to ambassador level for #MangoGirls that could build advocacy for th brand and grow season after season. ITB identified and secured influencer who could give MANGO authority on the High Street and provide an opportunity to contribute to content activations across Mango’s Digital, BTL and ATL channels as well as to attend key events each season. Some of the 50+ influential fashion personalities we have engaged on behalf of Mango over six seasons include: Yasmin Sewell, Bambi Northwood-Blyth, Leandra Medine, Patricia Manfield, Caroline De Maigret, Candela Novembre, Camille Charriere, to name but a few.
A Voice Of Authority In Vogue and Elle
The programme benefitted from a lot of earned media – appearing in Elle Vogue, Grazia, Who What Wear and more. he #MangoGirls feature in Vogue that showcased the ‘changing faces of Influence’ demonstrates the impact the programme has had on shifting consumer perception and achieved achieved a CPE of £0.22