Mark Formelle

The literature collection by Mark Formelle is 6 shirts, 6 authors, 6 quotes, 6 thoughts that remain revelant at all times. Each one was chosen not only to remind people of the tallent of those great writes, but to give them a new sourse of inspiration.

Develop and realize a social media strategy capable of creating hype around the literature collection by Mark Formelle.

This was our first project with the brand. We started by getting acquainted with the brand's global marketing strategy, their positioning, target audience analysis, moodboard, style of content, and tone of voice.

Before us were 6 shits with 6 quotes of 6 famous authors. We realized it was just the top of the iceberg

Firt we asked the creators of the collection how they chose the quotes. Then we started analyzing them, when they are used, their historcal significance, and even the quirks of their authors.

We have done a collosal ammount of work, like a straight-A student preparing for a litarature class.

In the end, we had the vision of 6 stories that inspired people. We relayed these stories though images and text in our social media posts.

6 posts sharing the same litarary style and bookish charm were ready for publishing. Sales were to start with the lauch of the first one on march 3, 2020 - international writers' day.

To promote the collection we have planned:
> Targeted advertisement for each post;
> A literature collection AR-mask;
> An interactive giveaway with influencers using the AR-mask.

Every project can encounter a force majeure, which can change the plan of the advertising campaign. We had two. 1 was positive, the other was not.

We'll start with the bad. Due to the COVID-19 pandemic that hit europe, Facebook has stopped authorizing and releasing AR-masks. We had to rethink our use of influencers.

And now the good... A couple of days before the start of the influencer phase, we recieved a message from the leader of Mark Formelle's marketing department:

— Cancel the blogger campaign! The shirts are all sold out.

It was at this moment that we fully understood the extent of the influence social media promotion has on the company's sales.

40% of the campaign's budget was recovered.