How Fendi Generated Hype with the 'F is For' Campaign

Fendi & Launchmetrics

Cristina Monfardini, Chief Communication Officer at FENDI, first conceived of the ‘F is For’ Campaign in 2017. Looking to share Fendi’s iconic values of Roman heritage, daring creativity and craftsmanship, Fendi turned to Launchmetrics’ solutions to help the brand carry this message to New York. Founded in 1925, Fendi remains one of the most important brands in the ambit of luxury fashion & leather goods to this day.

The F is For Fendi Challenge

Fendi sought to bring the F is For FENDI identity to life in New York through a local campaign. The goal of which was to make it’s accessories the most desired for that season. To do this, Fendi wanted to use influencer marketing, working with unique creators whilst remaining authentic and true to its brand values. As such, the brand needed to work only with high quality, top-tier influencers with whom Fendi could develop a compelling storyline. It was vital for the brad to be able to share it’s brand vision and reach both millenials and Gen Z alike.

The solution

With help from the influencer software of Launchmetrics, Fendi was able to find the right creators to communicate its brand story, as well as analyze the success of the campaign after the fact. Fendi was able to produce organic influential storytelling to capitvate their audience and ensure the success of its local FENDI Bici in NYC campaign, part of the overall F is for Fendi project.

The result

Fendi created brand awareness and brand loyalty and:

• Identified Hilary Rhoda & Coco Rocha to represent the brand via Launchmetrics’ network
• Reached 3.6M people with 33K reactions with the ‘F is For’ FENDI campaign
• Built compelling storylines with stunning video content

“We are depicting a new direction for the FENDI craftsmanship. I love to say that at FENDI we rock the craFF.”

CRISTIANA MONFARDINI
Chief Communication Officer at FENDI