Furla tasked Unique Digital with using organic digital channels to move the brand towards an online global audience. Unique Digital tell us more
The internationalisation of Furla’s social footprint
Furla is a traditional premium leather goods brand who are looking to evolve into an international premium lifestyle brand. We’re working with them across EMEA, Japan and the US to accelerate this change. In the past they’ve been almost entirely reliant on traditional marketing and we’re aiding their transition to digital whilst ensuring full integration.
The challenge
To take Furla from their long-established offline setting in one market to an online global audience using organic digital channels, whilst driving brand awareness.
The solution
In order to communicate this progression, win new customers and reaffirm the love existing customers have for Furla, we used social and content marketing channels to tell their story globally.
Working hand-in-hand with the client, we translated the delivery of existing ATL brand campaign ideas to digital through content development, media integration and social activation.
We integrated PR and other digital initiatives into the content mix to:
1. Help reinforce standardisation of comms planning through offline event coverage
2. Integrate eCRM to support propensity to purchase
To expand the footprint outside of Italy, we targeted global audiences using seasonal content: developing brand culture through internationalised content themes.
The results
In the first six months alone we have organically achieved 25 per cent increase of their global fan base, and improved content engagement by 60 per cent, with particular growth in both the Japanese and Portuguese markets.