Case studiesFashion
Nino Cerruti
627,890 completed views of a three-minute fashion film in eight days across five global markets for the Nino Cerruti × Lou Dalton collaboration, commissioned by The Woolmark Company, with 1.8 million people reached and Facebook view-through rates 4× YouTube.
Outcome
Completed views in eight days· 8 days
Client
Nino Cerruti
Industry
Fashion
Region
Global
Engagement length
8 days
Services touched
- Social
- Content
01The challenge
A three-minute film. Eight days. Five global markets.
The Woolmark Company engaged Involve Digital to drive global awareness for a special collaboration between Italian fashion icon Nino Cerruti and British designer Lou Dalton. The centrepiece was a three-minute black-and-white film directed by Nick Leary, shot at the historic Lanificio Cerruti mill in Biella, Italy and at Lou Dalton's London studio.
The objective was maximum exposure and video engagement across five fashion-forward markets (the UK, USA, Europe, Japan and China) inside an eight-day campaign window. A three-minute runtime is demanding for paid social, where completion rates fall away fast. The challenge was to hold a discerning menswear audience all the way through, at scale, in under a fortnight.
02The approach
Two platforms, micro-segmented for craftsmanship and heritage.
Involve Digital developed a high-impact media buying strategy across Facebook and YouTube, targeting fashion-conscious men with an appreciation for craftsmanship, heritage and high-end menswear.
Highly segmented audiences were built across each region based on brand affinities, online shopping behaviour, video engagement patterns and age and interest clusters. The granular audience and persona strategy enabled rapid read-and-react optimisation: each creative variation was tested against device type, region, platform engagement rate and completion percentage using real-time reporting dashboards.
The full campaign was planned, built and launched across all five markets in under 72 hours, then optimised continuously toward the highest-performing personas as the eight-day window ran.
03The result
627,890 completed views. One in three watched the whole film.
In eight days the campaign delivered 627,890 completed views of the three-minute film, reaching 1,798,098 people across all five geographies and driving more than 25,000 landing page clicks.
One in every three viewers watched the entire three-minute film, an exceptional completion rate for long-form video at this scale. Facebook view-through rates outperformed YouTube by 4×, and the mid-flight budget weighting followed that signal. Awareness goals were exceeded across every target region.
The campaign proved that with the right audience construction and real-time optimisation, a long-form fashion film can hold a premium global audience to completion, at burst-campaign speed, without sacrificing engagement quality for reach.
The deeper outcomes
Behind the headline metric.
- 627,890 completed views of the three-minute film in eight days
- 1,798,098 people reached across the UK, USA, Europe, Japan and China
- 25,000+ landing page clicks generated from the campaign audience
- 1 in 3 viewers watched the entire three-minute film through to completion
- Facebook view-through rates 4× YouTube, with budget reweighted mid-flight to follow the signal
- Full campaign planned, built and launched across five markets in under 72 hours
In the work
Related
Other engagements that ship the same kind of outcome.
Start
Want this kind of outcome for your business?
The strategist below picks up the same lens we used for Nino Cerruti. Tell them what you're trying to grow. By the end of the conversation you'll have a plan, a quote, and a senior strategist on the line.