Challenge

Jimmy Choo set out to launch the DIAMOND family of products, a new collection featuring shoes, bags, and jewelry. To ensure the collection's success, the brand faced the challenge of maximizing visibility and relevance in a highly competitive luxury market. The goal was to create a buzz around the new products and establish a strong association with industry-defining events and influencers.

Solution

Jimmy Choo implemented a multifaceted strategy. They partnered with their sunglasses license partner to enhance the eyewear category's visibility alongside the DIAMOND collection. Leveraging New York Fashion Week, they placed the products in a high-fashion context. Campaign images were shot in a 'street style' format for authenticity, engaging annual ambassadors and influencers present at fashion week for organic promotion.

The content brief was tailored to allow influencers to integrate the products into their unique styles, making the posts more relatable to their followers. Marketing assets were deployed across all brand channels for consistent engagement.

Outcome

The strategy led to significant success. Marketing assets achieved high engagement, with email campaigns seeing record click-through rates and significant revenue. The campaign's authenticity and relevance resulted in widespread press pickup, with numerous fashion week roundups featuring the products. Jimmy Choo aligned with key industry events and influencers, reinforcing its position as a luxury fashion leader.