VERSUS VERSACE
Brand PLATFORM
Driving hype & sales with a first of it’s kind 360º campaign
Build excitement and engagement with millennial consumers for Versus Versace, a diffusion brand that has struggled to define its difference and relevance to the core Versace brand for years.
The Challenge
With the ‘guest designer’ platform established (J.W.Anderson (Loewe) and Anthony Vaccarello (YSL), musician M.I.A), we flipped the script - highlighting the differences and disruptions that the designer bought to the Versus brand rather than showing how they fitted into the brand.
The strategy
Each campaign was focused on digitally-innovative event activations and campaigns, including the first on-schedule, genuinely shoppable show at NYFW for the Anthony Vaccarello collaboration—integrating live stream show footage with eCom in real-time. All campaign, event, editorial, social, and eCom assets, were developed to integrate into a new brand website with a full social engagement strategy and conversation calendar.
The Idea & Execution:
The Result:
The Anthony Vaccarello collection sold out upon launch. MIA Partnership increased digital traffic by 33%
