Marketing campaign for HANRO

 

This fashion marketing campaign was developed for the high-quality and sustainable lingerie brand HANRO. Decades of tradition combined with technical innovation and timeless design have established the Swiss-based brand HANRO as unmistakable within the international fashion landscape. Values such as, timeless and functional would be most associated with the brand. HANRO products stand for luxury on the skin and this vision of quality can be found in every detail. Best materials, perfection of cuts and exquisite finishing are key-essentials to HANRO. This is what has made the brand unique and contemporary for many years.

In 2019, I was assigned to develop an out-of-the-box 360° Christmas marketing campaign for HANRO. The challenge was to create a modern image for a younger generation of customers, while carefully considering the established brand values. Thus, I had decided to push the brands sustainability factor and create a modern, tree-less holiday season campaign, while also gently preparing the brand for a more sensual approach. Hence, the creative visual concept is emphasising on comfort and romance while developing a 360° experience engaging also a younger target audience of HANRO customers. Social media campaigns were designed to reinforce HANRO‘s messaging and expanded the reach of social media posts for an ultimately boost of sales.

  • 360° creative concept development throughout most consumer touch points, on- and offline
  • Defining guidelines for look & feel of campaign key visuals while keeping Corporate Identity measures in place
  • Creating campaign topics, including events and editorial content
  • Goal of better customer experience and improved brand loyalty
  • Development of creative concept for visual merchandising and POS
  • Print, flyer and mailing design
  • Development of newsletter topics and social media campaigns and content
  • Goals of increased brand awareness for a younger target audience, enhancing social media interactions and increased traffic to online-shop
  • Timeline reinforcement regarding a 3 month roll-out

 

 

Category
360° Art Direction, Image Campaign
Tags
360°, Art Director, brand, brand campaign, brand development, brand positioning, Carolina Marchiori, Communication, content marketing, graphic art, Hanro, landing page, Off und Online, re-design, visual communication, web design