Focusing on establishing the new positioning, I built a digital/content strategy to launch Tova fall/winter 16 collection launch, partnering with the mega Brazilian influencers Maju Trindade and Gabriela Pugliese. The goal was to increase brand awareness and establish a loyal community of followers. Instagram was chosen as the main platform to tell the brand’s story as Tova’s most active demographic (15 to 25 years old) was the audience we wanted to reach. I established its visual strategy, bringing pop elements and GIFs in order to reinforce the brand’s modern and fun aesthetic and attract the youth seeking a cool fast-fashion destination in Brazil.
Built a content strategy and calendar for the season, planning and setting the creative direction of all monthly-stories. Responsible for the executive production of all photo-shoots.
Maju Trindade for Digital Dream Collection:
We invited the top digital influencer Maju Trindade @majutrindade (3M followers on Instagram) to be the star of the Digital Dream collection campaign. The images were shared on Tova’s social networks as well as on Maju’s Instagram profile. The idea was to make Tova a cool streetwear brand, reaching a younger audience. The result was an Increase of 112% in their Instagram’s followers in only 3 weeks, reaching 20K.
Gabriela Pugliesi x Tova:
Top Brazilian digital influencer Gabriela Pugliesi @gabrielapugliesi (2.8M followers on Instagram and a loyal community on Snapchat) joined the 90’s collection in store launch as the brand’s special guest. During her visit, Gabriela broadcasted the event through her social media channels. After the event, the influencer wore and posted organically her Tova’s outfits in her day-to-day. This campaign brought 2,500 new followers on Instagram and helped to drive traffic to the store.
Tova Girls:
Tova Girls were the final piece of the strategy to increase the brand’s awareness among fashion-forward consumers. 18 stylish micro-influencer were invited to join an exclusive group of girls that reflected the brand’s lifestyle. The campaign’s concept was to show real situations where these girls were wearing the brand. Some the names included Jude Paulla (@judepaulla, DJ, 195k followers), Luiza Ferraz (@luizaferraz, Photographer, 130k followers), Hariana Meinke (@harianameinke, 84.7k followers), Isabela Manara (@manaraisabea, Model, 58.5k followers), Daiane Conterato (@daianeconterato, Model, 35.1k followers), and Renata Meirelles (@remeirelles, Model, 28.8k followers.)
