Ferragamo Parfums – Awareness Plan
Create awareness of the new fragrances in key markets in Latin America
Print and digital strategy as well as two media events to present the new launches
Media buy in key titles such as Glamour, Vogue and Vanidades as well as presence in their online sites with impactful banners and videos. Breakfast event for Signorina Franchise in Mexico DF with key publications and influencers; all the production and conceptualization done by M4. Another breakfast event for the launch presentation of UOMO SF at the Ferragamo Store.
Product launch awareness with print media in the most relevant issues of each title. Events resulted on 70 social media posts by 25 guests with a reach of more than 1 million and more than 12,000 interactions. The UOMO event drove many editorial mentions as well as 61 posts on social media with a total reach of 1.2 million.
With an over delivery of 25% in the amount of promised clicks, the Digital media plan drove more than 30,000 users to the website. Video ads received more than 300,000 views in less than 2 months.