Fendi is an Italian luxury fashion house that specialises in producing leather goods, fragrances, eyewear, timepieces and writing instruments. The company is well known for its baguette handbags.
Fendi South Africa engaged Clockwork Media in December 2013 to execute a targeted digital PR campaign on a modest budget. The primary objective was to increase awareness around its Fan Di Fendi Pour Homme fragrance for men.
Although the full budget had initially been earmarked for YouTube pre-roll advertising, Clockwork Media suggested an alternative route that offered more value for money.
After careful consideration, Clockwork Media implemented a campaign aimed at capturing customer information and sharing the product.
The focal point was a microsite developed to allow individuals to input their details to win a Fendi hamper.
This was led by a blogger drop campaign targeted at female influencers with husbands or boyfriends who would be willing to try the fragrance. YouTube pre-roll advertising also guided targeted viewers to the microsite for entry submission.
In just two weeks, Clockwork Media secured 13 placements on notable blogs and social media platforms such as Instagram, Facebook and Twitter, from thought leaders such as Sergio Ines, Melody Molale and Kojo Baffoe.
In addition, the YouTube True View advertising that was placed generated 10 000 views and 63 000 impressions.
In total, these efforts drove 821 individuals to the Fendi microsite, resulting in a significant number of competition entries.