Etnia Barcelona
I'mperfect
In praise of uniqueness. An ode to our differences. When we proposed a new international campaign for Etnia Barcelona, we worked on a new perspective for the brand, activated through creativity, media and data on an international level.
- Digital Strategy
- Creative Conceptualisation
- Art Direction
- Web Design
- Audiovisual
- Graphics
- Display
- Social Paid
- Campaign Performance Analysis
Manifesto
Objectives
To create Etnia Barcelona’s new international Fall-Winter 2019 campaign with a transversal strategic proposition, providing the brand with content and coexisting with the #BeAnArtist concept. The campaign would be activated through a digital media strategy across Europe and the US with results monitoring.
Idea
Aesthetic conventions and ideals of perfection have always existed. We wanted to question these approaches by working in praise of uniqueness, of differences: something that defines both the product and the brand’s consumers.
Because being you means not being a copy, it means accepting your peculiarities, being proud of your imperfections, not wanting to look like anyone else, not wanting to fit into a category or a label.
This message gained traction thanks to the protagonists of the campaign: six unconventional models that added value and meaning with their personal stories and reflections. They became Etnia’s global voice as well as its image.
All this under a specific concept that doubled as a declaration of intent: I’MPERFECT.
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In this campaign, Etnia’s models didn’t just represent the brand’s image: for the first time, they were also its voice.
Execution
Starting from the idea, we proposed a manifesto as the campaign’s central piece, which served to launch the brand’s message and concept.
We held six interviews where each of the models shared their point of view on uniqueness and imperfection. To complement the campaign, we launched video capsules which included other interesting statements.
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We adapted the items to the formats and features of each platform and translated them into six languages.
We also designed a landing page where we hosted all the content and the campaign was adapted to different materials both at the point of sale and in outdoor advertising media, amplifying the message and giving it coherence.
Media & Data Strategy
We developed a media strategy aimed at generating the broadest possible awareness of the campaign in its European and American markets. To achieve this, we activated the main item, the manifesto video, to which photographic resources and gifs were added for extra visibility.
We based our work on three pillars that were essential for the success of the campaign:
Segmentation by proximity to the point of sale
The initial planning was carried out taking into account proximity to Etnia’s points of sale and identifying the public for which the brand and its communication were relevant, leading to significant impact. In addition, we proposed a follow-up of the objectives and KPIs that responded to the campaign strategy.
Daily monitoring of the results through a shared dashboard
Under this premise, we proposed daily results tracking through a dashboard shared with the client that allowed us to know how each of the creative assets worked in the cities where the campaign was activated.
Optimisation of the campaign’s performance
Thanks to daily monitoring we were able to improve campaign performance, discarding creative assets that proved unsatisfactory and activating those that worked best in each market.
“Combining creative assets, media and data together allowed us to optimise the performance of this campaign. For example, as we saw that the video retention of the manifesto item wasn’t what we had expected, we created a reduced version that improved metrics in record time.”
Uri Fernandez Executive Creative Director
Etnia Barcelona presenta I’mperfect, la historia de seis personas que han roto con los cánones establecidos para defender esas particularidades que las hacen únicas.
La colección de otoño-invierno 2019/2020 cuestiona el concepto de la perfección y defiende todo aquello que nos hace únicos, rompiendo así los cánones y estereotipos que dicta la sociedad.
Y es que, tal como dice la campaña, “cuando dejas de buscar la perfección encuentras tu verdad.”
ETNIA BARCELONA presents an imperfect campaign that re-examines the idea of perfection itself and champions what is unique in us all.
Kampagne für Herbst / Winter feiert die Einzigartigkeit nicht nur der Designs, sondern auch der Menschen, die sie tragen.
Pecas, albinismo, diastemas. La singularidad como bandera de esta campaña en la que las imperfecciones se convierten en sello de identidad.
Results
The I’MPERFECT concept reached over 8 million people in 5 different countries, achieving an engagement well above the average for the brand.
User sentiment was very positive and users identified the key concepts of the campaign, such as diversity and uniqueness, as well as recognising its aesthetic aspect. In addition, in several of the countries we doubled our set awareness objectives.
Credits
Etnia Barcelona
2019
Optic
Team
Aina Sebastià
Luis Conde
Uri Fernández
Pita Gan
Virginia Nicolau
Joan Tremoleda
Rubens Pérez
Neus Mármol
Sergi Díaz
Martí Ibarz
Gemma Gómez
Malena Costa
Fiorella Palmisano
Partners
Alex La Salle
Ramón López
Biel Capllonch
Rita Puig-Serra
Héctor Ferreño
Martí Herrera
Lucas Hope
Aleix Fernández
Dani Riba
Pep Aguiló
Aleix Fernández
Client
Nara Camps
Barbara Montoto
Soraya González
Mikel Pascal
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