Supporting the rebranding of Desigual

At an early stage of the campaign, we faced the challenge of building anticipation and expectation around the Desigual x Nathy Peluso capsule collection. We needed to create a significant impact and spark public interest before the official launch.

To address this challenge, we implemented an extensive campaign on different digital platforms, focusing on TikTok and Meta. The promotion strategy was carried out through posts by content creators. These videos generated a lot of buzz and started to generate conversations about the collection before its launch. This generated anticipation among users, creating an environment conducive to the success of the campaign.

In addition, on 25 April, Desigual organised an event in Madrid where the artist Nathy Peluso attended and presented the collection in a fashion show. This was a key moment in the development of our campaigns, as they came to life and materialised in front of the audience.

“The use of content creators on Tik Tok rumouring about what they thought the collection would look like, who were then pushed by paid campaigns, was a key factor in generating a conversation among users about the collection itself well before the launch of the collection. The pre-launch videos reported even lower costs than those obtained once the campaign itself was launched, as well as very high viewing rates. All of this was the result of the hype generated through the strategy.”

– Paid Specialist at Adsmurai