Elle Brazil branded content
For a Mother's Day campaign, we partnered with a global fashion magazine, a bestselling global brand, and a rising Brazilian singer.
Writing Mother's Day story together
For the Mother's Day campaign, Farfetch partnered with ELLE Brazil and Prada for branded content.
The idea was to tell stories about love and caring, and to feature a special talent in the magazine. We collaborated with a rising Brazilian singer, Marina Sena, just before her new album launch.
The campaign received excellent media coverage and increased Farfetch's visibility in Google searches during and after the launch period. Learn more about the strategy below.
Talent
+4,2M Monthly listeners on Spotify
+1,2M followers on Instagram
The negotiation to execute this strategy involved combining four major elements: the brand, the brand partner, the media channel, and the talent. This collaboration allowed the campaign budget to be distributed among all parties involved, increasing earned media coverage.
The campaign results in big numbers:
+36%
Increase on Google
brand research
+3,2M
Impressions
+1M
Reach
+70k
Engagement
Activation structure
Objective definition +
Budget division
Definition of the main objective, with the budget division for campaign execution, and KPIs definition, aligned with Marketing OKRs
Marketing Strategy
Communication Plan, Campaign Launch,
Campaign Concept,
Channels activation.
Planning schedule
Assets production planning,
brand partners definition,
online merchandising focus,
creative partner definition,
Planning Schedule,
Deadlines definition,
Involved areas alignment.
Creative development
Theme conceptualizing
Moodboard development
Mockups developments
Shooting
Pós Production
Creative Deliveries
Go live
Launching the campaign on every channel previously discussed
After the campaign, it’s important to collect all the data and analyze together how the campaign performed. We should identify what to repeat next time and what we could have done differently.
The campaign launch
Besides partnering with the magazine for an exclusive editorial, we collaborated on posts with both the magazine and the influencer's account, achieving excellent results in engagement and traffic.
Results Highlights
Organic Reach: 435k (1800% above average)
Engagement: 37k (1200% above average)
Strategy activation per channel
ELLE magazine editorial page:
Discovery and brand association
Social Media:
Discovery and Inspirational
Paid Media:
Discovery and
conversion
Paid Media:
Brand association and conversion
And the great work also brought additional content
On the campaign shooting date, we recorded a backstage video that captured the essence of the day. The video turned out very inspirational, and ELLE Brazil agreed to post it in collaboration with Farfetch Brasil's main account, further increasing the earned media rates.
Results Highlights:
Oragnic views: 65k (600% above average)
