Fiorucci Brand Extension
The team built a marketing strategy based on the process of integrated marketing communication, with the goal to rebuild its brand awareness towards its original target audience, the youth generation. Based on primary and secondary sources, we decided to create a fashion film for Fiorucci's new product, an eye palette, with an inclusive message promoted through a multitude of media vehicles. Focusing on our target customers, the younger generation, social media will be the primary medium for communication. We will post images, gifs, and videos on different mediums following the timeline on our activity map, with the hashtag #spreadyourwings to empower audiences to be their authentic self through creativity and expression.
Role
- Storyboarder, and director of the fashion film
- Conducted situational analysis, while identifying the business issues as well as key success factors
- Developed and analyzed street surveys
- Formed IMC plan, and sales forecast with revenue projections
- Modeling
Applications
- Canva