To generate awareness and sales of the launch of the 4G bag by Givenchy’s Matthew M. Williams. The campaign goal was to drive traffic to Givenchy’s e-commerce by leveraging Condé Nast’s brands’ social handles with the intention of making the 4G stand out in the competitive luxury handbag space.
THE CREATIVE CONCEPT:
Inspired by Vogue’s iconic ‘Last Look’ and accessories-focused editorial features, the campaign consisted of a series of visually arresting still-life images and video clips that provided a unique creative perspectives on Givenchy’s new standout handbag: the 4G.
The campaign visually contextualized each of the three 4G bag stories (color, neutrals, texture) through powerful photography.
Captured for social media, these strong, product-focused visual assets grabbed the attention of CN’s handbag enthusiasts across Vogue, The New Yorker, AD and Vanity Fair social handles.
THE RESULTS:
Total Impressions: 8 million views over a 3 month period of time resulting in $108k in shopping conversions.
