Case Study 2: Prada – New Perspectives on the Prada Group

Background

Ethical, responsible and sustainable companies can win over the hearts and minds of today’s consumers, more and more aware of, and with high expectations for, the value of companies’ roles in making the world a better place to live in.

The challenge was to give people a perspective on the Prada Group beyond the luxury and fashion industry in which they compete everyday with their products. What the Client really wanted was to share the Prada Group’s branded contents worth telling, unveiling the Prada Group’s stories of passion for culture, for beauty and social commitment, to let people worldwide discover, experience, and enjoy Prada Group with new eyes.

People became aware and experienced another unedited way to perceive the Group and its brands through a different point of view, from behind the scenes and the catwalks, fashion market and luxury products.

National Context of the Campaign

In the contemporary context of global economic crisis where uncertainty and fear affects everyone, the New Perspective on the Prada Group campaign is an example of a focus content shift aiming to talk about fashion as a world where good can be done and happiness can be spread as a gift for humans of the world.

The campaign unveils the world of hidden beauty behind catwalks and products. This surprising and intriguing point of view inspires customers and common people making them perceive the Italian brand outside its usual luxury paradigm of excellence, in a different, emotional, beneficial way.

Objectives

The main objectives given by the client were:

●     
 Create a world-wide new perspective on the Prada Group

●     
Unveil and communicate the social impact historical commitment of the Group

●     
 Extend the Prada Group’s positioning beyond luxury and fashion

●     
 Evolve existing perception of Prada Group and its brand

       
Strategy

       
The New Perspectives on The Prada Group Campaign is a multichannel integrated campaign in which people are invited in a journey into the Prada Group projects beyond fashion, in the various fields in which it has been operating for 30 years, such as: culture, talent promoting, the arts,

       
 monuments restoration, landscape reconstitution, architectural approach to factories as a dialogue between man and nature, re-outfitting existing buildings, environmental safeguarding, tributes to the artistic heritage, local community support, …

       
The New Perspectives on the Prada Group Campaign dedicated web site http://csr.pradagroup.com, implemented to collect the most interesting Prada Group behind the scene stories, served as the central hub for the deep campaign storytelling and showcase of social conversation throughout all campaign phases.

       
A strong integrated communication plan has been implemented, both on local and international level –off and online, to gain visibility in all the phases in all touch points. This plan included:

●     
 Launch event

●     
 Engagement events

●     
 PR Campaign

●     
 Dedicated publication

●     
 Social media campaign

●     
 Newsletter program

●     
Creative Strategy

       
We conceived the ‘New perspective on the Prada Group’ campaign to serve as an original and engaging new brand storytelling platform enabling us to position the Prada Group at the international forefront as a fashion and luxury brand really close not only to their customers but also to people who simply love its brands or know them.

       
A communication project that leverages the power of beauty that the Prada Group generates beyond its brands and fashion products, to engage people in advocacy and sharing the special collection of projects collected in the hub website http://csr.pradagroup.com.

       
The storytelling campaign is focused on the accessible beauty of cultural, artistic, social and sustainable initiatives that the Prada Group made in order to enrich people’s lives with beauty.

       
Questions:

       
Prepare a case study analysis of this campaign, expressing a point of view on the effectiveness of the campaign from an IMC perspective and why you believe this was an award-winning campaign. Please ensure you also address the following questions in your analysis:

       
1)  This IMC strategy engages storytelling in a thought provoking way to create a world-wide new perspective on the Prada Group. Referring to chapter 10 of the Clow & Baack text, come up with an innovative alternative marketing strategy that could also be used to achieve the same objective. Why do you think this would work?

       
2)  There does not appear to be much detail about which social media and mobile technologies were engaged during this IMC campaign. What do you think is an appropriate use of technology given the target demographic of this campaign? Why? What ways do you think social media and mobile technologies could have been incorporated?

       
3)  Going forward, what tactics would you use to maintain and build the Prada brand in future years?

Click here to request for this assignment help