How FILA and Airbnb gave influencer marketing a new twist
The sports fashion lifestyle brand in collaboration with Airbnb launched an influencer marketing campaign during Milan Fashion Week
By Priyanka Gupta
FILA, one of the world’s leading sports lifestyle brands, recently launched an influencer marketing campaign, in association with Airbnb. Rolling out on Instagram, during Milan Fashion Week this year, the brands engaged with celebrities including Rohan Shreshta, Riaan George, Jamal Sheikh, Atisha Khan and Guru Randhawa. The campaign was developed on the assumption that consumers, including men and women in the premium segment, have similar shopping habits. Interestingly, both brands have a similar target consumer which mainly includes Gen Z and Millennials. According to Airbnb India Country Manager Amanpreet Bajaj, the collaboration with FILA for Milan Fashion Week was based on the creation of content that would really resonate with millennials. Our joint effort with FILA is an increase in that value,” he said.
As part of the campaign, celebrities took part in the FILA SS20 show at Milan Fashion Week. And while they were pictured wearing FILA clothes on the catwalk, in Milan they stayed with Airbnb host families. Throughout the campaign, the two brands portrayed a story that included sharing a home to fix a set of clothes or shoes for every occasion. According to Anupam Sehgal, Marketing Manager of Cravatex Brands, the goal has been to create predefined content for each of the brands, which can be released over the next few months. “This would be disbursed across multiple mediums through strategic communication. Each of us together and individually would assess the increase in qualitative and quantitative brand recall, brand conversations, affiliate messaging and traction for businesses to some extent in isolated markets over the next few months” , he noted.
Interestingly, both brands have gone the influencer marketing route over traditional formats. “We chose the influencer marketing route simply because we felt it would be the most honest representation of our brands. The idea was to feature five to six creative advertising directors coming together to present the brands perspective while staying true to their own identity,” added Sehgal. FILA claims to have seen strong growth in metros as well as mini-metros. The brand claims to get a good response from North India and some pockets of India. South India too. It is currently focusing on increasing its retail footprint while developing other channels such as e-commerce and offline retail. The brand has launched a nationwide campaign on traditional media l He says digital marketing spend has increased this year.
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