#blumarinestories: a digital fairy tale

Between dream and reality: the next 40 years of Blumarine.

CONCEPT

#BLUMARINE40: DUTY NOW FOR THE FUTURE

For its 40th anniversary Blumarine celebrated its story — which is strictly linked to Anna Molinari’s personal vision — with a retrospective book, Anna Molinari - Blumarine. This event also became the opening chapter of a digital campaign, #blumarinestories. It was not purely retrospective, but futuristic, opening the door to the next 40 years of the brand and thus creating a bridge between past, present and future.

IDEA

#BLUMARINESTORIES: A DIGITAL TALE

Six fashion movies — with the extraordinary participation of super top model Sara Sampaio — reinterpreted the book’s six main chapters. In each, Anna Molinari illustrated the brand’s approach to femininity and fashion design. Published over a period of 10 months in an ad hoc Blumarine Stories section on blumarine.com, the movies promoted two seasonal collections and directly supported online sales.

View all stories

THE ADDED VALUE

SHOP THE #BLUMARINESTORIES

The involvement of six different fashion influencers integrated perfectly into the #blumarinestories storytelling. For each of the six movies, specific digital content was created and posted in the Blumarine Stories section on blumarine.com. Each was created based on each influencer’s voice and vision, Blumarine’s poetics, and the mood of the relevant collection, thus providing an additional sales boost to online shopping.

Results

20.345.000

impressions (+36% vs. planned impressions)

128.237

clicks (+47% vs. planned clicks)

1,5%

Facebook campaign average CTR (vs. market benchmark 0,35-0,60%)

41.340

e-commerce visits

76.340

blogger content interactions (+60% vs. planned interactions)