When the collaboration between Edward Sexton, a legendary menswear tailor from Saville Row, teamed up with Luxury Knitwear Collective Sibling. There was always going to be a bold marketing campaign attached to it.
The Woolmark Company facilitated this promotion and came to Involve Digital with a one-minute, 46-second video to promote over eight days across their Facebook and YouTube accounts.
The target geographies were the UK, USA, Europe, Japan and China.
The target audience was fashion-savvy men in metropolitan areas. Think Burlington Arcade, Saville Row, Knightsbridge and the most significant Fashion districts around the world. Edward Sexton was known for working with people like Sir Paul McCartney, John Lennon, Twiggy, Yoko Ono, Harry Styles, Mark Ronson, Bernie Ecclestone and Annie Lennox, to name a few. So targeting the followers of these famous people would be a great start.