Social Media Strategy for Valentino Garavani.
•Strategy: joint strategy with the competent agency •Copywriting: joint strategy with the competent agency •Concept: joint strategy with the competent agency •Visual: courtesy of the respective agency
Brief: "Vogue but engaging. Don't be cheap. Never."
Purpose: To enable all generations to become acquainted with the work and the moral and human legacy of the designer.
Target: Boomers, Gen X, Gen Z and Millennials.
ADV: no.
For Valentino Garavani, one of the most renowned Italian fashion designers, I handled the revision of their social media strategy. The brief boiled down to one key point: crafting a feed that exudes Vogue vibes. We're talking about a titan in the fashion industry, someone not particularly accustomed to social media and its aesthetics, but who aimed to inject a fresh vibe into their personal profile while delivering compelling and engaging content to their followers. The first step was to create a comprehensive report to assess which posts were the most engaging. Following that, I had a discussion with the stylist's representative to understand which image resources we had access to from their archive, which ones could be used, and also which ones could be modified by the graphic designers.
I created six new content themes from scratch; it was then important to utilize all available formats (carousels, reels, stories, static posts) to engage all target audiences, as we were unaware of each individual target's preferred formats. I revamped a complete new color palette for the image backgrounds, necessary when the available photos didn't have HD quality on the feed. The entire strategy thrilled the stylist's entourage, who approved it without any modifications. However, shortly after leaving the agency I was collaborating with, much of the implementation of the strategy was disregarded. Today, many of those ideas haven't been implemented, and the feed underwent minimal modification. For a variety of reasons, I prefer not to delve into further details about other actions, and I also prefer not to disclose the name of the designer.