A Rose Reborn was a campaign created to rejuvenate the Ermenegildo Zegna brand in the Greater China Region and beyond.

Through deep brand discovery, consumer and media audits, trend forecasting and market research, we developed a new brand proposition for Ermenegildo Zegna that injected emotional aspiration and contemporary desirability for a new generation of successful Chinese men. The proposition surrounded a key iconic product unique to Zegna – The Broken Suit, which supported the brand’s shift towards a more fashion forward image under Stefano Pilati’s new collection.

In order to make sure the brand proposition translated into an authentic and compelling story that reached and resonated with our target audience, we built an integrated marketing strategy. The campaign centered on a collaborative artistic film that captured the brand’s new perspective. The campaign was digitally focused, but also amplified across different platforms. Through holistic PR and media relations, creative press partnerships, digital maximization, social media, in-store consumer outreach and a celebrity studded screening event as the finale event of Shanghai Fashion Week, we captured audiences across China and successfully shifted perceptions towards this century old brand.

Thanks to these efforts, Ermenegildo Zegna managed to achieve high engagement with target audiences and positive feedback from media and consumers alike.

DIGITAL

Mini-film launched in four instalments on influential online-TV portal.

www.arose-reborn.com shared customized content, adapted for sharing beyond GCR.

Consumers engaged through social media campaign on Weibo and Wechat.

Media online/mobile resources linked to www.arose-reborn.com for 360 digital experience.

PRESS

Integrated approach ensured cross-section of media coverage.

Directly activated publishing groups, maximizing resources across print, digital, to KOL.

Highlighted KOLs who represented “New Leadership Generation," for meaningful editorial content.

Celebrities leveraged in international media interviews.

EVENTS/OUTDOOR

Finale film screening, as Shanghai Fashion Week's closing event, furthered media/VIP talk-of-town.

In-store previews engaged VIP consumers.

Outdoor KVs created buzz near key events.

Please see Confidential Results for results