Fendi: End-to-End Digital VIP Experience


Mirum | Hong Kong |   2018-02-02
Keywords: Mobile App | Web Application | Marketing Campaign
words | minutes read

A proprietary booking and reservation system developed allows Fendi to capture VIP data from the end-to-end marketing journey.

The Ask

Founded in 1925, Fendi is an Italian luxury fashion house producing fur, ready-to-wear, leather goods, shoes, fragrances, eyewear, timepieces, and accessories with boutiques located all around the globe. As a heritage brand in a saturated market and an increasingly digital world, its Hong Kong office was looking for a sophisticated way to grow and connect with their customer base without eroding Fendi’s brand essence.


The Idea

In 2016, Fendi celebrated the grand reopening of its Canton Road flagship store in Kowloon with a by-invitation-only event themed ‘F is For’. Based on the Hong Kong office’s underlying objectives, we developed a proprietary booking system that allowed it to capture VIP data during the event––as well as subsequent ones––and create personalised marketing journeys for each customer thereafter.

From keeping track of RSVPs to controlling check-in/check-out logistics during the event, the booking system equipped and empowered Fendi with additional insights to offer impeccable end-to-end service and increase its customer base.

We also rolled out a range of digital collaterals to build more buzz around the event online. As a whole, the campaign made an impact with:
• Over 9 million social media users reached
• Over 32 million digital impressions
• 462,000 ‘likes’ on Instagram
• 425,000 video views on Facebook
• 100,000+ views on YouTube

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