How do we win the hearts and minds of local audiences in a market dominated by local and well-loved competitors?
Collaborating on content opportunities and local events with tastemakers, artists, designers, DJs and hype beasts we created an influencer framework which allowed us to connect and resonate to audiences on a cultural level, rather than simply outspending competitor brands.
Our framework set the groundwork for influencer partnerships across EMEA, with the campaign architecture designed to be adapted to nuances in each local market at a granular level. The framework was shared with multiple agencies for an integrated 360 approach.
We spent time talking to locals who had their ears to the ground when it came to culture. We used their real-world learnings and insights about the brands, people and culture creators they followed to inform our approach.