Create desire & recruit
Illustrative planning allocation, not supplier quoted costs. High profile talent fees, international production, Fashion Week logistics and existing media commitments would need validation. The budget assumes a mix of flagship and smaller experiences, rather than eight large scale global events.
From cultural influence to commercial growth.
| Objective | What we measure |
|---|---|
| 1. Build awareness | Incremental reach among non customers, campaign recall, earned media, branded search lift |
| 2. Create desire | Engagement quality, saves, shares, video completion, brand consideration and product interest |
| 3. Recruit audiences | New website visitors, Guest List sign ups, cost per qualified registration, referral participation |
| 4. Convert customers | Incremental new customers, acquisition cost, first order revenue, conversion rate, full price sell through and incremental contribution |
| 5. Build loyalty | Repeat purchase, engagement with future drops, customer value and referrals |
How I'd prove the campaign is working
- Campaign level
- Measure changes in brand awareness, consideration and new customer acquisition across priority markets. Where possible, use brand lift studies and market or audience testing to understand the campaign’s incremental impact.
- Talent level
- Give each partner a measurable recruitment role. Peggy Gou may be evaluated primarily on cultural reach and brand discovery; Laila Gohar on engagement, event registrations and qualified traffic; occasion specialists on product interest and new customer conversion.
- Retail level
- Track featured product sell through, store traffic where measurable, styling appointments and scans of the Guest List swing tags.
- Commercial level
- Measure incremental revenue and contribution margin against the total campaign investment, including media, talent, production and events. Track newly acquired customers to understand repeat purchase, long term value and return on investment.