Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
St. Regis is a haven of glamour — and where there is glamour, there is fashion.
Each year, Florence hosts Pitti Uomo, the world’s premier menswear exhibition, bringing together designers and creatives from around the world.
Working with CFDA—the Council of Fashion Designers of America— St. Regis created Moda Americana a Firenze, a new activation bringing rising American designers to participate in Pitti Uomo at The St. Regis Florence in 2024.
Inside its Renaissance palace spaces, the hotel was privileged to host Zankov and the Salting for showcases of their collections and an exquisite midnight supper — the signature brand ritual with roots tracing back to the Gilded Age galas of the Astors in New York City.
Moda Americana a Firenze raised the profile of St. Regis by re-emphasizing its links to the culture of fashion, and told a story mirroring the legacy of the brand — American-made glamour, shared with the world in all of its exquisiteness.
Overall Objectives:
· Drive awareness of St. Regis through the Midnight Supper
· Execute a high-profile activation during cultural moment to engage luxury consumers
· Emphasize St. Regis as a global luxury icon by leveraging fashion partners that enhance our contemporary appeal and elevate the brand beyond hospitality
· Drive social engagement and press reach through event & partnership
· Create compelling content for digital and social that showcases the ultimate Midnight Supper and highlights the CFDA partnership
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
Our approach for Moda Americana a Firenze was to do more than present hotel content and share highlights from an event. Bringing designers to Florence for Pitti Uomo allowed St Regis to present a deeper narrative, revealing how the brand brings together luminaries for celebration and inspiration and fosters moments of glamour with connections to the world of fashion. Content included:
- Instagram Stories featuring interviews with CFDA CEO Steven Kolb, Zankov and the Salting sharing moments that delve in Italian fashion legacy, American creativity, and the setting of St. Regis.
- Longer-form Instagram Reels for the brand, allowing time to share a narrative of cross-continental creativity in iconic Italian spaces.
- An elegant, social-first video of the Moda Americana a Firenze Midnight Supper, again featuring the style of the designers as well as the glamourous setting of the hotel.
Our results from the campaign were positive. The campaign’s total impressions and average Click-Through Rate (CTR) indicated interest and engagement with fashion-centric content. Overall, the campaign generated 10 million impressions, 40k clicks, and a .7% CTR, a figure on the high end of the Marriott benchmark. Digging deeper into specific assets, the CTR was highest for content featuring designer interviews and the Midnight Supper, indicating that brand rituals and fashion narratives resonate with our audience, validating the strategy behind this campaign. Midnight Supper content had the highest Video Thruplay Rate (VTR) as well.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
We measure ROI through our ability to reach certain KPIs. For this campaign, social engagement & reach, including CTR, was of noted importance, making our performance on this metric a mark of success. Additionally, the campaign was conceived to re-surface and refresh the brand’s fashion-adjacent narrative. St. Regis has partnered with fashion designers for over 15 years, and Pitti Uomo allowed St. Regis to bring this story to the forefront once again through a new concept. Re-asserting this element of St. Regis brand identity and achieving our KPIs give this campaign a positive ROI.
Division
Digital - Social Media Campaign