The campaign: Invisible The campaign: Invisible: #GirlOfNow The main theme of the campaign will be women empowerment, there will be a spotlight on the exploitation of female workers in factories selected in India. On Elie Saab’s Youtube channel, there will be a short docu-series where a couple of workers share their stories surviving poverty and providing for the family post Covid-19, also sharing the women behind the scenes working for Elie Saab working on bridal wear. It will be called “Invisible” This theme is related to the previous campaign #GirlOfNow from 2017 however is focused on the new world after the Pandemic and poverty.
How do we get there?
Create Elie Saab India instagram page actively promote to the new Indian audience. Announce that the brand is available in India online launching a website for India. Create a campaign, and promote it on social media.
What actions do we need to take?
The next step of the strategy would be to create a Elie Saab India instagram page to actively promote to the new Indian audience. The page will be updated daily with pictures of the spring summer collection and behind the scenes of bridal wear. Hire a research team and organise permission to visit a factory to film two employees. Write a contract for them and the factory, showing the women’s daily lives and how they empower themselves by providing for their families. This will then be edited into a 2 part docu-series on Elie Saab’s Youtube channel, and promoted on Instagram stories. Create a website via Shopify to make products available in India.
Who will carry them out?
A research team will travel to the factories, and film the interviews. A digital marketer will take charge of the Instagram updating daily. Two employees with permission from the workers, whether they want to be shown in the video or not, it will show clips of their daily lives and families. Film editor to do the video editing.
