Luxury brands take over São Paulo

Is it worth following social media trends to engage your audience? After a wave of 3D mapping installations popped up on social channels, the strategy for Farfetch's Instagram account became clear: invade São Paulo with luxury products.

3D Mapping over São Paulo

A trend of 3D mapping popped up on social media over a year ago. After a deep dive into how the market was approaching this, we conducted internal research and found a creative partner who could embrace the challenge.

Partnering with luxury brands such as Prada, Diesel, and JW Anderson, we invited the 3D artist @jepharaujo to create illustrations around three iconic places in São Paulo.

The three posts combined generated impressive metrics, which can be observed below.

2.5M

Video views

1.8M

Content Reach

1.6M

Impressions

38,1k

Engagement
(Likes, comments,
shares and saves)

R$6,00

CPM
(cost per a thousand Impressions)

37% better than average campaigns

Prada
(High performance brand)

Video Views: 709k
Reach: 525k
Interactions: 10,5k
Impressions: 536k

Diesel
(Best Seller Product)

Video Views: 1,3M
Reach: 951k
Interactions: 24,5k
Impressions: 837k

JW Anderson
(A Viral Product)

Video Views: 493k
Reach: 347k
Interactions: 2,6k
Impressions: 315k

Go live strategy

Partnering with the artist to publish the content simultaneously in collab mode enhanced the metrics, and the engagement rate increased afterwards.

Social Media Strategy for Farfetch