Elle Brazil branded content

For a Mother's Day campaign, we partnered with a global fashion magazine, a bestselling global brand, and a rising Brazilian singer.

Writing Mother's Day story together

For the Mother's Day campaign, Farfetch partnered with ELLE Brazil and Prada for branded content.

The idea was to tell stories about love and caring, and to feature a special talent in the magazine. We collaborated with a rising Brazilian singer, Marina Sena, just before her new album launch.

The campaign received excellent media coverage and increased Farfetch's visibility in Google searches during and after the launch period. Learn more about the strategy below.

Talent
+4,2M Monthly listeners on Spotify
+1,2M followers on Instagram

The negotiation to execute this strategy involved combining four major elements: the brand, the brand partner, the media channel, and the talent. This collaboration allowed the campaign budget to be distributed among all parties involved, increasing earned media coverage.

The campaign results in big numbers:

+36%

Increase on Google
brand research

+3,2M

Impressions

+1M

Reach

+70k

Engagement

Activation structure

Objective definition +
Budget division

Definition of the main objective, with the budget division for campaign execution, and KPIs definition, aligned with Marketing OKRs

Marketing Strategy

Communication Plan, Campaign Launch,
Campaign Concept,
Channels activation.

Planning schedule

Assets production planning,
brand partners definition,
online merchandising focus,
creative partner definition,
Planning Schedule,
Deadlines definition,
Involved areas alignment.

Creative development

Theme conceptualizing
Moodboard development
Mockups developments
Shooting
Pós Production
Creative Deliveries

Go live

Launching the campaign on every channel previously discussed

After the campaign, it’s important to collect all the data and analyze together how the campaign performed. We should identify what to repeat next time and what we could have done differently.

The campaign launch

Besides partnering with the magazine for an exclusive editorial, we collaborated on posts with both the magazine and the influencer's account, achieving excellent results in engagement and traffic.

Results Highlights

Organic Reach: 435k (1800% above average)
Engagement: 37k (1200% above average)

Strategy activation per channel

ELLE magazine editorial page:
Discovery and brand association

Social Media:
Discovery and Inspirational

Paid Media:
Discovery and
conversion

Paid Media:
Brand association and conversion

And the great work also brought additional content

On the campaign shooting date, we recorded a backstage video that captured the essence of the day. The video turned out very inspirational, and ELLE Brazil agreed to post it in collaboration with Farfetch Brasil's main account, further increasing the earned media rates.

Results Highlights:
Oragnic views: 65k (600% above average)

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