Development of Esmeral’s brand and digital strategy, redesigning its visual identity and launching its new website alongside Papaya Madness Agency. The strategy also redefined the new brand’s tone of voice, editorial calendars for Instagram, Instagram Stories, Facebook, Snapchat), social ad campaigns, and activations with top style influencers. After 6 months working together, the brand grew its Instagram followers by 175% and attained over 10,000 fans on Facebook.
Esmeral was already an established brand in the fast-fashion market for wholesale buyers, but the brand wanted to expand its market and establish itself as a reference in women’s wear for young adults. Its consumers were concentrated in the northeastern and southeastern regions of Brazil, but they wanted to explore other areas in the country, such as the south and center-west.
Creative direction and executive production of all monthly photo-shoots for all digital channels over the period of six months.
Jade Seba for Esmeral Resort
We invited the top digital influencer Jade Seba @jadeseba (1.7M followers on Instagram) to be the star of the Esmeral Resort Collection. The images were shared on Esmeral’s social networks as well as on Jade’s Instagram profile and blog. The idea was to show the brand’s lifestyle, reaching a hip-chic audience. We also promoted the images through Instagram Ads. The result was an Increase of 82% in their Instagram’s impressions, and 30% in their followers in 1 month, reaching 100K.
Jade Seba Take Over
We invited the top digital influencer Jade Seba (digital influencer with a loyal community on Snapchat to take over Esmeral’s recently launched Snap channel during the Summer Olympics Games in Rio de Janeiro. The influencer, who was attending the events wearing the brand’s outfits, shared with the audience her favorite looks and how to wear them on different occasions. The action had over 10,000 views and increased the number of followers. The campaign has also increased the traffic of new consumer to the store.
Layla Monteiro x Esmeral
Top Brazilian digital influencer Layla Monteiro @laylamonteiro (485K followers on Instagram) joined the Spring/Summer’s collection in store launch as the brand’s special guest. During her visit, Layla broadcasted the event through her social media channels (Snapchat & Instagram Stories) and posted her favorite outfits on Instagram. This partnership also brought a relevant number of new buyers from the center-west region, in Brazil.
Esmeral Lovers
Esmeral Lovers were the final piece of the strategy to increase its brand’s awareness among fashion-forward consumers. 8 stylish influencer from different regions of Brazil were invited to join an exclusive group of women who reflected the brand’s lifestyle. Ariane Canovas, Dani Cardoso, and Mari Coelho became the brand’s ambassadors and were invited to attend in-store events as special guests on a regular basis. The idea was to show the girls’ favorite outfits for the next season, and how to wear them.
Esmeral wanted to promote brand awareness across the country after the introduction of its Facebook Page. For 6 months, we ran campaigns promoting new collections and partnership with influencers with the minimum daily budget. The result was over 10.000 fans on Facebook and around 7200 post engagements on a weekly basis.
