Manchester met fashion communications portfolio id:24780950

PORTFOLIO SUBMISSION 2024 MMU ID : 24780950

Bottega Veneta Pre-spring 2024 campaign

Bottega Veneta pre-spring 2024 campaign The campaign I have chosen to focus on for my Portfolio submission is the recent online and social media campaign from luxury Italian fashion house Bottega Veneta.

The reason I’ve chosen this campaign is because it uses a form of marketing known as Guerrilla Marketing - making it interesting and unique and allowing it to stand out amongst its competitors whilst making it exciting for a wide and varied audience which spans more than just potential customers.

Idea behind the campaign The idea was to send out two internationally well-known celebrities - recording artist ASAP Rocky and model Kendall Jenner in unreleased looks from Bottega’s upcoming Spring 2024 drop, and have them purposely ‘papped’ going about their day to day lives.

Bottega then licensed these paparazzi images, plastered their simplistic but standout branding onto the pictures and a campaign was born.

Executing the campaign Published to each of their own Instagram accounts, we see images of ASAP and Kendall exiting their cars, both carrying Bottega’s iconic ‘Jodie’ bag.

ff

Kendall is seen looking casual whilst ASAP is dressed formally. Bottega used these images to highlight the ‘dress up’ and ‘dress down’ of the bag- the two sides of the spectrum contrasting each other whilst aiming the garment at two di erent audiences and potentially doubling its saleability.

The campaign also uses organic pictures of the celebrities doing everyday things wearing high end luxury items.

ff

ff

A morning jog in Bottega Venetta’s full leather clad tracksuit

This form of communication is simple but extremely e ective - and remember when these images dropped, they did not have the branding so were e ectively everyday ‘pap’ photos.

Grocery shopping in a Bottega suit

Bottega doesn’t have an Instagram account so instead the two faces of the campaign have used their personal accounts to communicate the campaign.

Between them, ASAP and Kendall have over 250 million followers. By using their own accounts, they are reaching a wide and diverse audience, increasing campaign reach and opening the brand up to a new wave of customers.

Promotion of the campaign Instagram posts

Making it personal ASAP put his own spin on the campaign pictures on instagram, making the pictures and campaign more personal and more interesting to his fan base. This level of involvement in the campaign allows him to push higher attention towards the brand whilst still keeping his own identity and aesthetic.

Pre release ASAP and Kendall were seen and photographed in Bottega’s Spring 2024 collection long before the clothes were released.

This created a buzz - people wanted to know what and who they were wearing and were speculating across social media platforms including TikTok and Twitter which gave the campaign more exposure, and when it was launched, more gravitas.

Double interest ASAP and Kendall’s pictures were everywhere which meant that millions of people saw the campaign initially without knowing what it was.

ffi

Once Bottega stamped their logo onto the and released the o cial campaign, everyone saw it again, creating double interest and exposure.

Guerilla Marketing This campaign is a perfect example of Guerrilla Marketing.

Guerilla Marketing is an alternative to traditional marketing, using an advertising strategy that attracts customers.

In this case, simple press photos were turned into a campaign by Bottega Veneta - something the brand had not done before.

This luxury brand used an unconventional marketing technique to sparking interest across all platforms from social media to traditional press whilst reaching a wide audience made up of longtime fans of the brand and new customers.

References • Pictures from ASAP Rockys Instagram • Vogue Business article 11/12/23 • Pictures and information from hypebeast.com • Pictures from Bottega Veneta