To highlight the brand’s new collection Neo Nude, Giorgio Armani Beauty wished to reinvent the ‘nude‘ make-up trend by showcasing what it means to be ‘nude’ and how best to achieve this effect. For the first time, the Armani International Marketing teams engaged influencers to become digital ambassadors and content creators, and share the Armani Neo Nude philosophy with their fans.
The objectives? 5 markets to target; 5 top tier influencers to realise the campaign
Collaborating with creative influencers who have highly engaged audiences ensures targeted delivery of visibility and top engagement. Thanks in part to Instagram-ready content such as testimonials and tutorial videos, step-by-step photos and compelling final look portraits, both the brand and the influencers are highlighted in this unique and creative 360 campaign.
The strategic twist? Instead of getting in touch with each of the 5 influencers separately with a specific local creative brief, Ykone instead set up a ‘global content factory’ where the brand, agency, talents, managers and production team gathered together for a week to produce 120+ social-media-ready pieces of content for the #ArmaniNeoNude 2018 campaign. In the end, only content produced at the ‘factory’ was used to promote the new Armani make-up collection.
Is the best way to produce social content briefing an influencer and then letting her produce content at home? Not when you can capture content with influencers in a professional photo studio. And what’s even better than shooting at a studio? Turning an amazing house (here: la Casa no Tempo in Portugal) into an exclusive, in-house studio to create unique images and videos. Natural lights, raw backgrounds, and an ‘at-home’ feeling all merged to bring unparalleled content production and deliver an unforgettable experience that brought real value in the way of authentic and engaging content for the influencers.