Edward Sexton

When legendary Savile Row tailor Edward Sexton teamed up with luxury knitwear collective Sibling, The Woolmark Company approached Involve Digital to launch a high-impact campaign across five global markets: the UK, USA, Europe, Japan and China.

With just eight days to drive engagement for a one-minute-forty-five fashion film, the challenge was balancing artistic storytelling with performance-led distribution. The audience was niche and discerning: fashion-conscious men in major global style capitals, from Knightsbridge to Tokyo. Influencer-inspired targeting was critical, leveraging Edward Sexton's history of dressing cultural icons including Paul McCartney, Harry Styles, Mark Ronson and Annie Lennox.

We deployed a two-channel strategy across Facebook and YouTube, building micro-segmented audience clusters based on fashion interest categories, followers of high-fashion cultural figures, urban geographies aligned with global fashion districts, and past behaviour and video view intent. The campaign objective was simple: maximum completed views from a hard-to-reach, premium fashion demographic.

Involve Digital built the campaign with granular segmentation from day one, enabling rapid optimisation within hours of launch. We tested multiple creatives, audiences and placements across both platforms. Once performance data came in, we restructured the media plan to lean heavily into Facebook, which outperformed YouTube across all metrics, particularly cost per completed view and engagement rate.

This agile approach allowed real-time optimisation to amplify what was working and quickly drop what was not. The campaign was planned and launched in 72 hours, with final week-over-week reporting delivered within 48 hours of wrap-up.