CANALI: “200 STEPS”
Digital Content & Strategy
Turning Italian Craft into an ongoing content platform
Build awareness for Canali and elevate credibility for the brand’s expertise in tailoring. Bring the new collections and a brand expansion in RTW to life through digital and social channels.
The Challenge
Canali’s bespoke process is made up of over 200 individual steps. A metaphor for craftsmanship that our target audience understood, and connected with their own beliefs. By connecting to this slow, deliberate sensibility, the brand could speak both educate and reflect the target audiences’ own life and career.
The strategy
200 Steps is the ongoing content vertical for Canali to this day. Featuring actors such as Michael Douglas and designers such as Barber Ogersby, each story of the 200 steps delved into these unique characters' processes and how they crafted their stories.
The Idea & Execution:
The Result:
The platform helped reset and rebuild Canali's bespoke business, increasing made-to-measure demand by 130 percent. The site’s unique page visitors have increased by 92%. On Facebook, the campaign achieved a 187% uplift in click-throughs, and on Twitter, 387%.
