#Armani beauties community
The Strategy
COMMUNITY STARTING FROM THE BOTTOM
Starting with a focus on Brand Fans in early 2023 we layered mid/macro creators to meet and exceed exposure and reach objectives.
Working with a large network of on-brand, Gen Z creators (harnessing unique versions of the 'Armani It-Girl' profile), coupled with bespoke trend-focussed briefs enabled us to stay close to culture, own moments and create heat across TikTok & Instagram.
Cross analysis of NPD calendar against future trend forecasting supercharged our content output and additional marketing activity by developing pre-emptive trends that could be ownable to Armani Beauty.
ACTIVATING OUR COMMUNITY STRATEGICALLY
Our Armani ambassadors. Partnering on a long-term basis to foster authentic partnerships and brand loyalty. Spearheading creative concepts to trickle impact and influence through to lower-tiers.
Drive engagement and creative exploration. Trend-led content that leverages Armani's platform for storytelling and provides an opportunity to tap into moments in a more reactive way.
The core of the Armani Beauty community. A trend-focused, grass roots, insight engine. Trialing and targeting subcultures and niches to have a steady drumbeat of UGC.
Vitally, we continued to nurture this community. Spotting creators on the rise. Reacting to trends. Gaining access to insights that were better than any reviews. Our Armani Girls were coming together.
OUR RESULTS
OUR RESULTS