Challenge

In 2021, Vogue Eyewear brand launched its international ambassador programme, Vogue Squad. The programme is based on the #MBBDiaries collection, which is this year’s capsule collection of Millie Bobby Brown and Vogue Eyewear. The models were inspired by the actress’ favorite cities.

Our agency is responsible for coordinating the campaign in seven Greater Central European countries (Hungary, Slovakia, Poland, the Czech Republic, Estonia, Latvia, and Lithuania) and for managing the campaigns personally in three countries (Hungary, Slovakia, Poland). To officially begin the programme, we first had to get acquainted with the Slovak and Polish influencers and build relationships in the Slovak and Polish markets. After careful consideration, we selected 2-5 opinion leaders for each country, who represent the values ​​of Vogue Eyewear and the #MBBDiaries collection. The gifts and packages for the campaign were selected based on a central concept based on the message of the capsule collection.

Solution

Vogue Eyewear selected twenty-four ambassadors who fit the previously agreed conditions. Out of these 24 influencers, three people represent Hungary and Poland, and two influencers represent Slovakia in the campaigns managed by our agency. The message and target group of the #MBBDiaries collection, and the values represented by Millie Bobby Brown and the Vogue Eyewear all play a significant role in the appearances of the campaign.

In order to make the most of our collaborations, we have personalized the activities in the countries, which belong to our agency. Besides continuously being in touch, we organized a campaign starter VIP event at the Luxottica Central Europe showroom, a virtual tour presenting the collection, as well as a picnic with a photoshoot.

The 2.5 month long campaign resulted in nearly 200 appearances on the platforms of the influencers with over 11 000 and reached hundreds of thousands of users.