Emporio Armani is the Armani’s “sexy southern Italian” facet.
The Diamonds franchise is all about youth, style, music and the party.
The audience challenge
The Emporio Armani Diamonds audience is 16-34 ABC1, predominantly women. They like to stand out in the crowd, adhere more to fast fashion than edgy fashion and celebrities help to influence their purchase decision.
We were tasked with maximising the value of the partnership while finding new innovative channels to promote Emporio Armani Diamonds and the essential connection between music and style.
The content solution
For the past 2 years, Emporio Armani Diamonds have been sponsoring MTV Brand New which is all about showcasing the hottest upcoming acts in the UK. Over the past years, artists such as Ella Eyre, The Vamps and Sam Smith have all risen through Brand New.
The partnership consisted of TV sponsorship and airtime, an online hub and three live events.
We supported the partnership with MTV with a cover wrap of Stylist and by partnering with YouTube influencer Mazzie Maz, who created 2 videos from the launch event and the Brand New gigs at The Islington Assembly Hall in London.
During the gigs, we amplified the content through social media by running an exclusive competition to meet the chart-topping Charli XCX and Clean Bandit.
The 2014/15 season as a whole over delivered the previous season in media value.
106,000 views of the behind the scenes content produced together with Mazzie Maz.
7.5% of all attendees to the gigs entered our social media competition and the official hashtag recieved 1,360 mentions in total during the gigs (out of 1,575 attendees).