Scribd
Upload
1K views15 pages

Max Mara Presentation - Group 6

Max Mara's Spring/Summer 2022 campaign aims to increase brand awareness, associations, attitudes, and engagement among younger generations. Their overarching theme is "#EmpowerHer". Strategies include an advertising campaign inspired by Françoise Sagan's rebellious teenage years, a PR package and influencer collaboration called the "#One_Piece_Mara_Challenge", organic and paid social media posts, pop-up stores and events in GCC countries launching on International Women's Day, and "Mara's Mirror" virtual try-on kiosks with augmented reality.

Uploaded by

api-609770347
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
1K views15 pages

Max Mara Presentation - Group 6

Max Mara's Spring/Summer 2022 campaign aims to increase brand awareness, associations, attitudes, and engagement among younger generations. Their overarching theme is "#EmpowerHer". Strategies include an advertising campaign inspired by Françoise Sagan's rebellious teenage years, a PR package and influencer collaboration called the "#One_Piece_Mara_Challenge", organic and paid social media posts, pop-up stores and events in GCC countries launching on International Women's Day, and "Mara's Mirror" virtual try-on kiosks with augmented reality.

Uploaded by

api-609770347
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 15

MAX MARA'S

SPRING/SUMMER
2022 CAMPAIGN
MKT381
Fashion Marketing
Nermine Marak

Navya Muraly
Raneem Al Jaljouli
Palak Bhambhwani
Our Agenda

Industry &
History &
Competitor SWOT Analysis
Background
Analysis

Detailed 360 Marketing


Objectives
Timeline Strategy
HISTORY &
BACKGROUND
- Inaugurated by Achille
Maramotti in 1951

- Max Mara originally stems


from an italian heritage

-Luxurious, elegant, ready to


wear brand
INDUSTRY &
COMPETITOR
ANALYSIS
SWOT Analysis
STRENGTHS WEAKNESSES
-Strong Brand Identity - Low Social Media Engagement
-Limited E-retail commerce
-Classical Pieces
platform

-Brand Extensions

OPPORTUNITIES THREATS
-Expand to new markets - Fierce Competition

-Leverage sustainable fashion -Small Independent brands


Objectives
INCREASE BRAND INCREASE BRAND
AWARENESS ASSOCIATIONS
To Increase brand awareness To Increase brand associations with
among the younger the terminologies :youthful and
generation trendy" among the younger
generation

INCREASE POSITIVE INCREASE CONSUMER


BRAND ATTITUDE BRAND ENGAGEMENT
To Increase positive brand attitude To Increase consumer brand
towards Max Mara through engagement through
overarching campaign activities on social media
platforms
Overarching Theme

#EmpowerHer
Advertising Strategy
This tactic will help us
achieve our objective of
increasing brand
awareness and brand
association.

The story is inspired by


Françoise Sagan, a french
author’s life as a 15 year
old rebellious teenager.
PR + INFLUENCER
TACTICS
#One_Piece_Mara_Challenge

a PR package including one Max Mara piece


from the Spring/Summer collection + a card
including the rules of the challenge

INFLUENCERS
Develop positive attitudes through the use of
inclusive and empowering female influencers
who will aid in promoting our challenge
SOCIAL MEDIA
STRATEGY

Organic Social Media


User-Generated Content
Paid Social Media
POP-UP STORE & EVENT
Launch in 6 different GCC countries;
Dubai, Bahrain, Oman, Qatar, Kuwait
& Saudi Arabia.
Both to be launched in the 2nd week of
March; 8th March- International
Women's Day
Influencer Panel at the Pop-up event.
2 malls in Dubai; The Dubai Mall &
The Yas Mall, Abu Dhabi
Pop-up store: One mall in the other 5.
Virtual Try-On
Two “Virtual Try-On'' kiosks, an
Augmented Reality system called “Mara’s
Mirror”
Step 1: Customers take a full sized picture
of themselves.
Step 2: Customers to choose their favorite
color, size and fit (tight or loose) from the
list of options.
Step 3: Choose an outfit from the
Spring/Summer 2022 collection. Mara's Mirror
Step 4: Click "Show Me" and scan the
barcode to post on Instagram!
Virtual Try-On
Mara’s Mirror
CALENDAR TIMELINE #EmpowerHer
STRATEGIES MARCH APRIL MAY JUNE JULY AUGUST

Advertising
PR & Influencer Package
Social Media Posts
Pop-Up Store (Dubai)

Pop-Up Event (Dubai)


Pop-Up Store (Bahrain)
Pop-Up Store (Oman)
Pop-Up Store (Qatar)
Pop-Up Store (Kuwait)
Pop-Up Store (Saudi Arabia)
Thank You!

You might also like