''Don't steal my Gianvito's'' by Sandra Hilltomt

ISTITUTO MARANGONI X GIANVITO ROSSI

DONT STEAL MY GIANVITOS! SOCIAL MEDIA & PR CAMPAIGN PR & DIGITAL STRATEGIES

MADE BY: SANDRA HILLTOM MICAELA LONS ROSARIO SANCHEZ MICHELE FROSIO

Index. 05 1. BRAND ANALYSIS 08 1.2 COMPETITOR ANALYSIS & SWOT 11

2. GOALS AND TARGET AUDIENCE

2.1 TRENDS & MARKET ANALYSIS

3 . CONCEPT

22 4. PR & EVENT 25 4.1 PLACE, SPACE & TIMING 27 4.2 STRUCTURE OF POPUP EXPERIENCE 33 4.3 INVITATIONS/ GOODIE BAGS 36

5. INFLUENCER MARKETING

6. SOCIAL MEDIA PLAN

7. BUDGET

MEET OUR TEAM

SANDRA HILLTOMT Digital Strategiest

MICAELA LONS PR Specialist

ROSARIO SANCHEZ Digital Coordinator

MICHELE FROSIO

Market Researcher

EXECUTIVE SUMMARY Gianvito Rossi struggles to reach his target customer through social media. The shoes only images do not reflect his desired client, the middle-aged woman and Gen Z since there is no storytelling behind. It is difficult for the brand to communicate in the different languages that each social media platform has and requires. As it stands, Gianvito Rossi doesn't have a marketing strategy that heavily dictates his need for a digital one. With a social media strategy you can plan and prepare every step that will take you to every goal you have for your business. It is important to have so that you can outshine your competitors as well as create a community around your brand and service. Additional information worth noting: Request someone else who specializes in paid marketing. This person will distribute the content that I create, this is necessary to increase awareness and find more users who can show Gianvito Rossi.

1. BRAND ANALYSIS

SOCIAL MEDIA & PR CAMPAIGN

BRAND COMMUNICATIONS ANALYSIS PAID MEDIA Instagram ads Campaign ads Influencer/celebrities marketing PR events (pop-up stores)

OWNED MEDIA SoMe accounts: Instagram, Twitter,Pinterest, Facebook They have a lot of content but always focussing on the products.

SOCIAL MEDIA & PR CAMPAIGN MA PR & DIGITAL STRATEGIES COURSE

EARNED MEDIA Costumers, influencer and celebrities as ambassadors of the brand

CAMPAIGN Gianvito Rossi fall/winter 2021 campaign. Recalls cinema's pure elegance and glamour. Gianvito Rossi shoe bar campaign. January 2021 MFW. Aperitivo bar at Duomo. Gianvito Rossi for Etro. The collaboration unveiled in Venice

SOCIAL MEDIA & PR CAMPAIGN

MISSION Gianvito Rossi, seeks to provide: "The greatest attention to quality, in design and craftsmanship, and the continuous search for its improvement".

BRAND PERSONALITY Fearless Classic Elegant Seductive Sex and the City Vibe

CORE VALUES Modern and timeless styles that emphasizes elegance and femininity. Simplicity and originality are the basis of each Gianvito Rossi design” Distinctive designs to make one look, and feel, like a star. SOCIAL MEDIA & PR CAMPAIGN MA PR & DIGITAL STRATEGIES COURSE

SOCIAL MEDIA & PR CAMPAIGN

1 Competitors analysis & SWOT Analysis

Avant garde

500-1.200€

0-500€

Classic

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

International recognition.

Basic social media communication.

Has a strong history and the core values of the brand are align with the passion of the brand.

Their communication is about the shoes only, without showing any representative human figure.

Quality materials that are made in an innovative way.

Interactive content is missing.

Large number of social media followers.

Does not invest enough in the use of innovative channels. Eg: Twitch or TikTok.

To this day, it maintains the tradition with which the brand began.

The monogram of Gianvitto Rossi is not strong and not yet so recognized.

The modern and timeless style of their shoes makes the brand remain in time.

The brand does not have a strong identity or Persona.

Focus their communication on their star business: shoes

They don't communicate enough about their collaborations and special projects. The brand hasn't totally defined on which target group they want to focus in the future.

The lifestyle, citylife and interests of the younger groups.

The war between Ukraine and Russia.

The change of the social media landscape due to Covid-19, TikTok, Discord and Web3. These are the powerful networks of the future.

The competitors have a bigger unity with their costumers and they are well-know in the market of the Gen Z's.

The growing market and position of Asia. Due to Covid-19 many people had to stay at home and brands had to come up with new ideas of pleasing the audience: livestreams, online activation with the fans, tailgating rituals with foods and drinks for the stay at home fans. The Gen Z audience love conscious offers. The desire of Gen Z to belong to a brand that identifies them. Post-pandemic situation and strong investment in digital platforms.

Post-pandemic situation and strong investment in digital platforms. Climate changes. Many brands have taken clear stance on social issues and create campaigns about it. Higher levels of Inflation around the world have impacted the purchasing power of customers and have reduced their disposable income. An increased polarization between China and the western world that could impact Chinese economic flows into the western market.

2. 1 GOALS AND TARGET AUDIENCE

TARGETS CURRENT TARGET Women between 35 and 50 years old. A strong-minded woman who wants to dress in a modern feminine and elegant way.

GEN Z This generation has been raised on the internet and social media. A much stronger sensitivity towards sustainability on an environmental, personal and economic level. Climate change, conscious consumption and digitization seem to be the pillars of the youngest society. Gen Z is set to become the most-self-educated generation yet, thanks to a mix of online learning tools and a drive to follow their own path.

GOALS Current target Try to give more digital experience at our actual target Build loyalty GEN Z Create awareness among the late Gen Z's who are living in Milan. The target group has to know what the core values and the core business of Gianvito Rossi are By the end of 2022, X% of the Gen Z's of Milan have to be aware that the Gianvito Rossi is the leading brand in the manufacture of luxury shoes, with highly qualified materials and processes

TARGET GROUPS

ANNA

Gender: Female Name: Anna Country: America Occupation: Manager position inside a big company Age: 42 Status: Divorced Annual income: 50.000€

SERENA

Gender: Female Name: Serena Country: England Occupation: Tik Toker Age: 22 Status: In a relationship Annual income: 100.000€

Gender: Female Name: Giorgia Country: Italy Occupation: Student Age: 19 Status: Single Annual income: 0€

GIORGIA

Interest in purchase: Style Quality Aesthetic and esthetic Brand values

Motivation: Conscious consumption Cultured person Climate change Social causes

2.2 TREND & MARKET ANALASYS

TREND ANALYSIS: Viral shoppers at retail Nowadays the costumers are becoming the new storytellers for the brand. Their hashtag , in the right way means for the brand a possible explosion for a products that are dead or that also no longer in production. There's also a pardogm in that, the people quickly get sick of viral trend, especially the Gen Z, that are also seeing this trend in a sustainble way.

Analysis of Gen Z/Experience seeker Nowadays the generation Z is expecting not only a great clothes, but also a support from brands to share the same values. Grown up trough a very different and problematic periods, with the opportunity but also the problem to be very related and also forced to “live” on the social media. The gen Z had got an unique point of view to understand more and more the issues about the environment and the social world, with an desire to change things for a better wolrd. The gen Z are considering the brand as a part of their lifestyle, continuing searching for a brands that haves their same philosophy and share the same values. The best way to give the philospy to the young customers is trough event and immersive experience in the world of the brand

Suble Signifier The gen Z attitude with the sustainability are not just about how are made the product, but also how long the life cycle of a product can be. According to WGSN nowadays the 53% of Gen Z luxury shoppers are buying items sans noticeable logos. Ignoring the trends and going trough seasonless and high quality product. Thanks to this “trend” the fashion company are now tryng to develop a system to reduce the overstock issues.

Flexible Short-Term pop-ups From reused shipping containers to moveable stores created out of flatpack boxes, we'll see more brands experiment with short-term, flexible formats that can target micro-segments more efficently.

The experiential brandship The experiential brandship: Creating these spaces within a retail environment where people can socialize, learn and indulge in experiences of self-care, work and work out is being reimagined as community engagement as localism becomes a pervasive strategy.

The outside experience The future of outdoor retail continues to look bright, as traditional malls, which were already expiriencing a decline in popularity, are being replaced by mixeduse hybrid shopping and entertainment centres, which often include an emphasis on outdoor space.

Brand citizenship - Building a strong community Companies align purpose and profit. the concept is relevant as ever. expect brands to create media moments that matter. This generation are more likely to belive that a brand can make the world a better place. The brands must be mindful of purpose-washing and empty promises amid a culture of distrust.

3 "DON'T STEAL MY GIANVITOS'' - CAMPAIN ROADMAP - OUR CONCEPT - EXECUTIVE SUMMARY

''Don't steal my Gianvitos!'' The brand is recognized for the quality of its shoes, as they are based on the constant search for perfection, always looking for a better way of doing things, having a futuristic, open look, but maintaining a long history of craftsmanship and experience, that is why the shoes are considered as precious gems, as they describe like that in their new up comming fall/winter collections. Our purpose is to maintain the current public that the brand has today but also to create awareness among Gen Z, that is why we seek to create a seasonal campaign where celebrities of different ages are involved, and to be able to generate a sense of belonging for the public. We are going to create a fashion film related to the new upcoming winter/ fall collection of gianvitto rossi, the inspiration behind this collection is related to spies and a secret wall that is filled with prescious gems, this will be the introduction for the following steps of the campaign strategy, that will be the mystery boxes send it to the influencers that are promoting the pop-up experience.

6 MONTH ROADMAP

Campaign Breakdown JULY 1. Present new brand ambassadors & testimonials +press release 2. start interaction with gen-z (not active atm) 3. start with the new digital strategy

AUG

SEP

1. Fashion film " don't steal my gianvito" release 2. sponsored/paid content starts 3. KPI - reach

OCT

1. Mystery boxes sendout before fashion week 2. POP UP Experience during fashion week Digital/hologram billboard across Milano nr1 3. KPI - awareness

1. Digital/hologram billboards across Milano nr2 2. Start conversation with new Gen-Z community 3. KPI Consideration

NOV

DEC

1. Gen-z new testimonials 2. Continuation with paid ads and new editorial content 3. KPI - Conversion

1. Christmas Focus 2. Digital/hologram billboards across Milano nr3 3. KPI - Loyalty

4. PR & EVENT MILANO FASHION WEEK POP-UP EXPERIENCE

WORKING WITH HOLOGRAM COMMUNICATION Hologram Communication is a tech company born with the aim of creating and bringing to the market new innovative forms of communication. Thanks to an eye that is always attentive to content and thanks to the use of a 3D Holographic Display Solution, Hologram Communication supports and accompanies its partners in a real path of digital transformation.

Some companies they have worked with are: Valentino, Dolce & Gabbana, Alessandra Camila, Santoni, JAck Daniels, Mugler, Comune di Milano

WORKING WITH 3D ANIMATOR CONSTANTIN PROZOROV collage artist, Surrealist and the man behind artistic creations for luxury brands. Represented by SCHIERKE Artists GmbH Leading agency in Europe representing international Photographers, Illustrators, Stylists & Creative directors.

Some companies they have worked with are: Louis Vuitton, Gucci & Moncler

4.1 PLACE, SPACE & TIMING OF THE POP UP STORE

VIALE EMILIO ALEMAGNA 6, 20121 MILANO MI Located near parco sampione, sourounded by greenery, design art and technology.

PLACE, SPACE & TIMING

ENTRANCE

20 Sep - 25 Sep Our pop-up experience will offer a storytelling experience, highlighting modern technology like 3D and the rich italian heritage that Gianvito Rossi is so proud of. The Triennale di Milano is a design and art museum located in the Parco Sempione. However, is it's large garden space that we are interested in, that is where our pop up experience will be located. Fashion week starts 20th of September. The event will have it's opening night on the 19th of Sep (Monday) and be held for 6 days (Saturday night will be the last night.) To book a visit to the installation, you can use a specific link or QR code shown at the Gianvito Rossi webpage, on the city’s street billboards, on the windows of the Rinascente in Piazza del Duomo or in the links that the influencers that participate in the campaign show. GREEN GARDENS

4.2 STRUCTURE OF POP-UP EXPERIENCE

EXIT

ENTRANCE

EXIT

ENTRANCE

ROOM 1. In this part the visitor gets invited to an immersive experience about the inspiration behind the F/W22 collection. The walls are made of LED screens that play a 3D animated video created by 3D artist Constantin. In the 3D video you can see women wearing the shoes interacting with elements that were used as inspiration in the collection, ex: metalic objects, gems stones, lasers and more.

EXIT

ENTRANCE

ROOM 2. Gianvito Rossi wants to address the new generation, but also wants to highlight the heritage, history and craftsmanship so characteristic of the brand. In this room, the visitor is invited to take a tour of a space oriented to the brand's factory, where the true quality of his shoes is shown.

EXIT

ROOM 3.

ENTRANCE

In the last room the visitor is invited to see the brand's latest collection. Here there will be an interactive hologram experience, combining the physical and digital. The room is inspired by Gianvito's showroom in Milan.

4.3 INVITATIONS & GOODIE BAGS

INVITATION High heel sole shaped invitation to the pop-up experience. QR code used to easily access GPS coordinates so people can easily find the location when in Milano.

GOODIE BAG

Gianvito Rossi Magazine with the story about the brand, the universe, the designs, the qualita and the sostinibilita behind the brand. Also the catalogue of the new collection with the storytelling. Also in every magazine a poster of Gianvito Rossi shoe.

Gianvito Rossi keychain with the scraps of leather of the Gianvito shoes, make this keychains for the goodie bags with La Fibbia Ribbon.

5. INFLUENCER MARKETING

"MYSTERY BOX" PRESS SEND OUT As an idea to work with influencers, generate more engagement and reach more audiences, we considered that we could make an "UNBOX". We have the popup experience, but first we must make the public want to visit it. We choose a group of influencers known by Gen Z and other generations, making communication reach our different targets. A few weeks before the Pop-up Experience opens, these influencers will receive "mystery box", with Gianvito Rossi articles, but also with a letter indicating that "something big is coming, someone stole the Gianvitos where are they?", generating this uncertainty in the public and in the same influencers. The idea is that influencers publish the box in their stories and ask their followers where they think the shoes are.

'' DON'T STEAL MY GIANVITO'S '' FASHION FILM

STORYBOARD

Kaia and Cindy getting ready to steal the shoes

Proposal of how the storyboard could be divided of the campaign could look like. SOCIAL MEDIA & PR CAMPAIGN DIGITAL PR & STRATEGIES COURSE

The stolen shoes in a van

They hide the shoes in a secret place

They leave clues in mystery boxes about their theft

People searching the stolen shoes

People find the pop-up store

INFLUENCER SELECTION

BRAND AMBASSADORS The new brand ambassadors are Cindy Crawford and her daughter Kaia Gerber. Mother and daughter representing the current and new generation of costumers. The current target of the brand and to whom it also wants to address. They will be presented during the testimonial videos, for the launch of the fashion film "don't steal my Giavito's", and will appear during the campaign.

INFLUENCERS Anna dello Russo Age: 60 years Main Social: Instagram About: An icon in the fashion world followed by everyone that are following a bit of fashion. Whit a very huge number of follower, Anna Dello Russo it’s going to be our most famous influencer in the fashion world. Present also on Tik Tok with a small number of followers.

Candela Pelizza Age: 35 years Main Social: Instagram About: Ex model, present just on Instagram. Followed by Gen Z and also and younger public. She have an important role in the fashion communication, with a lot of contents that are speaking the fashion language. Minimalist and younger mood for the content creation.

INFLUENCERS Beatrice Valli Age: 27 years Main Social: Instagram About: The most followed Instagram influencer in our list, present also on Tik Tok with a small number of follower rather than Instagram, but the most loyal followers. The main argoments are fashion and family, two trends very related to the our actual target.

Tamara Kalinic Age: 33 years Main Social: Instagram, Tik Tok, You Tube

About: Our most international influencers, very related to the Gen Z. Present also on Tik Tok but with a less number of followers rather then her main social media that is Instagram. Her main argument is Fashion, she is going always at every type of party dedicated to the fashion wolrd. It’s very followed by the young generation, that looks at her a like an Icon.

INFLUENCERS OKSDAN Age:22 years E

Main Social: Tik Tok, Instagram, You Tube About: Fashion addicted, with a young public, present for the most on Tik Tok. The platform in that Oksdane have the more huge number of follower. Not present just on Tik Tok but also on Instagram with a big number of followers in line with our target. She published for the most video about fashion, and the main fashion trends, taking also in consideration the sustainability importance.

ELEONORA CARISI Age:37 years Main Social: Instagram About: A creative director and producer, owner of Kodawari production, Eleonora Carisi is an Italian girl that have created her lifestyle that nowadays is showing it trough her social media. Present for the most on Instagram, this girl are also the girl present in our target. The lifestyle created by this girl is the lifestyle that a lot of Gen Z girls are following it trough Instagram and also Tik Tok, even a lifestyle that they’re try to copy.

6. SOCIAL MEDIA PLAN

TONE OF VOICE OF OUR ONE AND ONLY COMMUNITY MANAGER

Best Regards - Mica As we want to promote the Gianvito Rossi woman, all comments and DMs will be answered following our community manager Mica. She talks, walks, dresses, eats and sleeps like a true Gianvito woman.

OUR PERSONA

IF OUR BRAND WAS A PERSON - WHO WOULD IT BE? Mica is a competitive lady and a visionary. She focuses a lot on her mindset and aims to be one that reminds, empowers and enables the women around her life to follow their dreams. While Mica values the genuineness and the good in life, she believes business cannot be done without pleasure. Her ideal holiday is where the lemons grow, where she can go enjoy pasta pomodoro by day and limoncello by night with her best friends. There she collects energy and feeds her creativity. When it comes to music she listens mostly to pop-divas and enjoys watching documentaries and romantic comedies. Mica is the cool and supporting big sister you always wish you had, she is recognised among the elderly, yet respected and cool among younger. She is constantly searching for growth on her frequent travels. She doesn't mind being in the center of attention, even though she likes to put the spotlight on the people around her. In short, Gianvito Rossi is a fun and quality-driven brand. It is important for us to be at the forefront of social media so that we can always offer our customers the absolute best - we do not compromise on quality or experience.

NEW CONTENT STRATEGY

We build our content based on three recurring themes. These themes are a mix of content that supports our goals and creates the right kind of context for Gianvito. Craftmanship is here to educate followers about italian artisan and heritage. The Gianvito Energy is about creating longterm value and sharing entertainment. GG is to create a bond between us and the costumers, to engage with them on a personal level.

CRAFTMANSHIP

We value quality, tradition and original design. We are proud to say that our shoes are made by italian artisans but equally, if not prouder, to support and empower the women who follow and buy from us. - Longterm Value

GIANVITO ENERGY

A good feeling is not just about holding common values. Our brand is at its best when we also evoke that good feeling through a relevant, surprising and human interaction. Gianvito Energy - The community, the costumers and dreamers. Make them feel good through relatable and fun content that inspires and boost their day related to winning. Being up to date with social media trends and challenges is also a part of this theme. - Longterm & Shortterm Value

GG - GIANVITO GIRLS

This theme's purpose is to grow the brandvalues and create an emotional connection with our most engaging followers. Building a community around Gianvito is the prime goal around this theme. Sharing stories of Girls We Love and ambassadors is also included here. - Shortterm Value

POST EXAMPLES CRAFTMANSHIP How it's made Design process learn about the inspiration Minutes with Gianvito

GIANVITO ENERGY Tiktok trend Editorials, close ups Relatable quotes

GG Client repost Celebrities Testamonials

CONTENT EXAMPLES POSTS

KPIS

PAID ADS & MARKETING

PAID MEDIA FUNNEL

KPIS & MARKETING FUNNEL

omni-channel campaign proposal

OMNI-CHANNEL CAMPAIGN PROPOSAL BRAND DRIVEN INNOVATIONS & STRATEGIES

BUDGET

Request to see

LINKS 1. Luxury Service Trends 2022: Redefining Exclusivity https://www.wgsn.com/insight/article/93668 2. Shopper Forecast 2022 https://www.wgsn.com/insight/article/92751 3. Stores in 2022: Key Formats to Watch https://www.wgsn.com/insight/article/92352 4. Marketing forecast 2022 https://www.wgsn.com/insight/article/92811 5. https://www.wgsn.com/insight/article/92811 6. https://instagram.com/studioclavius?igshid=YmMyMTA2M2Y= 7. https://www.voguebusiness.com/consumers/from-jacquemus-to-balenciaga-luxury-fashion-brands-go-hyperphysicalretail?utm_medium=social&utm_source=linkedin.company&utm_campaign=postfity&utm_content=postfityc79a7 8. https://www.mffashion.com/news/livestage/la-calzatura-tricolore-sale-a-36-in-cina-202204271759385882 9. https://www.wgsn.com/interiors/article/91748#page5 10. https://www.wgsn.com/insight/article/91984 11. https://em.wgsn.com/dc/Eq7NzEwTbI2AXNdc6UQyuRy1exXDWgUALudGS6toFmG6IarVlelQd09b6lpgzpEDHA2REhr9t9CF9Z-w6vaNHKpoRqXqWOI7ajPwYJv5uvRKwGfz1eKosBFHUUW2HeNX6QnjQYa-h3kETVEh0DiHa3F5sS7dfeVGp23VxEEpkWIAuHYuwkhnS0UWa34w/ODk3LU1CQy0yMDcAAAGD3GGLxC7fc0E0GHB_4gyT7wNSX2A9d93x4QJRWREENTr2aBBx5OAP4V0 qW7M4G2R_zy8Ua0w= 12. https://em.wgsn.com/dc/Eq7NzEwTbI2AXNdc6UQyuRy1exXDWgUALudG-S6toFkIYaY_w4kD_whBL43HDoUmVpdRlWTD7RR8_Y4upCTKbjHMie3t3oU3HbqPHvP7chrmqLcX1z6McMvIj2AigiSAIvCzoXY3hQ8u7ziiak8IrmNaWThN2t BEieMXIOO5J48ZD1TkR1ooLJqJ4ucmkB/ODk3LU1CQy0yMDcAAAGD3GGLxC7fc0E0GHB_4gyT7wNSX2A9d93x4QJRWREENTr2aBBx5OAP4V0 qW7M4G2R_zy8Ua0w= 13. https://em.wgsn.com/dc/Eq7NzEwTbI2AXNdc6UQyuRy1exXDWgUALudGS6toFnJSNsuUx19mzIM1ULlbBDybfGLU0iDefbDHwqWGAfw46me8lm_zC55pNKomZrG4xdSwWLJ1heyxG4t3pU7FMq S_PphufLKHylUmnckm5JmWYkhtN9jbykFPI96PbQdJRhOwQu-wPervK38xEf1481/ODk3LU1CQy0yMDcAAAGDuFWSjFMYtzKTiz4-Raw28xUiDAzk3GgsY1pW8Ul7auPBSh2eE2QpICrT5qMoIS9Dtndxnk= 14. https://em.wgsn.com/dc/Eq7NzEwTbI2AXNdc6UQyuRy1exXDWgUALudG-S6toFmGd2CgG6Ua-VxxYiq9q08Ko_p8ni43LjEs8XaLPxQa5GdDzIyfWn7UE3YSFvFCYK0U-7iopOC4dj0Fo5jdEep7m4JCnvljH0kh1yfdgeDxc_dHOkHkRxnkjetmBRluONeMDmXXObC8WyE6c_'YS6R/ODk3LU1CQy0yMDcAAAGDu FWSjFMYtzKTiz4-Raw28xUiDAzk3-GgsY1pW8Ul7auPBSh2eE2QpICrT5qMoIS9Dtndxnk= 15. https://www.wgsn.com/insight/article/93536 16. https://www.wgsn.com/insight/article/93191 17. https://www.wgsn.com/insight/article/93675 18. https://www.wgsn.com/insight/article/92956

''Don't steal my Gianvito's''

Articles inside

SOCIAL MEDIA PLAN

PR & EVENT

BUDGET