For Summer 2023, our client the iconic Brazilian lifestyle brand, Havaianas tasked ALTER with implementing a successful brand positioning and commercial marketing partnership with an influential fashion title as part of their wider marketing strategy.
We implemented a digital and social media influencer campaign to help position Havaianas as the ‘OG’ summer sandal amongst an urban, fashion-oriented Gen Z and Millennial consumer target audience in the U.K.
The Marketing Strategy
The tactic was to utilise the new ‘Slim Square’ style flip flop, a new fresh and sophisticated reinterpretation of the sleek Havaianas ‘Slim’ classic flip flop, which launched 17 years ago and to elevate the iconic summer footwear brand and reposition Havaianas as THE summer sandal of choice, with a new edge and not just for the beach!
The vibrant and fresh ‘Slim Square’ brand campaign imagery created by the renown Paris based creative team; Melie Hirtz (Photographer) Yoann & Marco Studio (Creative Direction) Clothilde Franceschi (Styling) perfectly showcased the new ‘Slim Square’ product and was chosen exclusively for an integrated four week digital and social media campaign to coincide with the start of summer alongside impactful out of home advertising in major U.K cities.
We chose British Vogue as our exclusive media partner for this digital marketing campaign. The ultimate fashion legacy title, British Vogue under the editorship of Edward Enniful, fully embraces, champions and speaks directly to Gen Z, Millennials and the wider fashion audience; they were the perfect digital partner to elevate this brand campaign, and in line with the new marketing strategy.
Working closely with the Vogue team, ALTER devised a visually celebratory and hardworking integrated package which included the following; a ‘native advertising article’ celebrating the new ‘Slim Square’ style, helping to reposition the brand as an urban summer style choice by tapping into the current Y2K, minimal styling trends; a commercial click-through product gallery; display banners across Vogue.com and a collaborative paid media campaign across Facebook and Instagram.
The exclusive four week digital and social partnership with British Vogue proved a great success! The ‘Slim Square’ native article page views over delivered by an impressive 248%, with an engaging average dwell time of over three minutes outperformed by 218%! Traffic drivers overperformed by 5%, and social elements of the campaign brought over 542K impressions.