Objectives.

Earlier this year, premium casual wear brand, Napapijri, launched a new collection called Ze-Knit. In order to bolster the success of their new product, we launched a TrueView Campaign which was designed to build brand awareness across their target audience through different campaign stages.

This campaign targeted France and Italy, focusing on new users between 25-45, as well as those who had previously engaged with Napapijri during Milan Design Week, where Ze-Knit was exclusively promoted earlier this year.

Strategy.

The activity was split into 3 stages in order to best engage our target audience. The first was “Create Hype”, which sought to reach as many new users who were interested in fashion and luxury goods as possible – due to the high price point of the item – and build excitement ahead of the release of Ze-Knit. Here, we used a 17-second ‘sneak preview’ which allowed us to build an audience list of those who didn’t skip the ad so we could remarket to them at a later date.

Stage 2 was designed to “Promote Exclusivity” with 2 different video ads to provide more information to past engagers. Interestingly, we found that there was little difference in performance between a 60-second ad and a 120-second ad; suggesting that engaged users were interested in finding out as much information about the product as possible.

The final stage was “Capitalise on Full Launch”: with the products finally available for purchase, we targeted both new and engaged users. In this last push, we used 30-second video ads, as well as TrueView Shopping – which enabled users to click through on products that appealed to them within these ads.