What was the goal?
The Refinery spring/summer campaign effectively established Gi as a brand ambassador for Deichmann and in this campaign, we focused clearly on fashion inspiration from Gi with elements of her life woven in. We also ensured prominence of the Buy One Get One Half Price offer.
What was the insight?
Giovanna’s busy, thrifty audience have little affiliation or awareness of Deichmann; they find it difficult to seek out new brands/trends but trust their favourite social media personalities to inspire them.
What did we do?
In a paparazzi/fly-on-the-wall style edit we follow Gi as she travels to her various events throughout the week, transitioning to a different look for each day/scenario and focusing in on her shoes to highlight features + benefits, a Buy One Get One Half Price offer on all women’s boots and price points.
