Nature meets knitwear
THE CHALLENGE
Paola Fiorentini was looking for a disruptive campaign and brand leveraging to drive incremental conversions during their key holiday sales period. The objectives included fostering e-commerce organic traffic and product sales and increasing social media engagement.
OUR APPROACH
We made sure that Le Creazioni di Paola Fiorentini brand would have the same resonance across all channels and touchpoints for the ultimate customer experience. We enhanced PF’s spirit and values awareness around the world through an innovative digital and social experience.
ENTER THE WORKSHOP
ONE DAY OF NATURAL DYEING
A social media campaign led up to the workshops opening at Osteria Rosso Di Sera. Attendees from all over the country flocked in at the rather packed venue, a huge dose of creativity and a pervasive feeling of success crowned the event.
PAOLA FIORENTINI EXPERIENCE
We began by crafting a cutting-edge microsite with a smooth, friendly integration design and a set of tools to truly engage the user. To generate online leads we also developed the concept behind the workshops “one day of natural dyeing”. Each day, traffic steadily increased to the website, audience eyes were stunned by elegant and unique hand crafted knitted garments. All products can be purchased through Paola Fiorentini facebook e-commerce app.
PAOLA FIORENTINI ENGINE
In order to enhance the digital experience and channel in those people who could not attend the events, DesignDiverso designed an eco-system that sparked engagement and inspired action. The Paola Fiorentini Engine allowed customers to purchase items straight from their favourite social media platform.
THE RESULTS
The decision to leverage social media as a mean of spreading awareness of Paola Fiorentini’s products was amazingly effective. Holiday sales grew over 70% from the previous year and the campaign success resonated across well beyond the means of digital.
