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Celebrated for its unique combination of creativity and distinctive edge, Italian footwear A.S. 98 approached Reason2Be to concept and develop a digital campaign that generated awareness around the brand’s launch into the U.S. Market. 



Working alongside brand partner The Selected, we developed an integrated strategy that included a bespoke influencer program, celebrity seeding campaign and media outreach that focused on the 2016 festival season. 


The ask

Digtial Strategy | Social Content | Influencer Program Activation 


The answer

Festival season has quickly become a key milestone for brand marketers, providing a wide range of activation opportunities for those looking to garner interest and social awareness amongst the fashion set. With this in mind, and taking our target audience into consideration, we identified Coachella as the perfect opportunity to introduce our digital campaign, AS98 Style Diaries. 
A bespoke Influencer program, AS98 Style Diaries featured well-known bloggers fashion Rachel Marie Iwanyszyn of Jag Lever, Christina Caradona of Trop Rouge, and Jenny Ong of Neon Blush, following them on their digital journey through the desert as they documented their favorite fashion moments that included styles from the AS 98’s Spring 2016 collection.


The results

Spanning the digital landscape, the AS98 Style Diaries campaigned resulted in exclusive blogger content, curated social media posts and traditional media coverage, including a X page spread (being featured in a fashion editorial, receiving 18% SOV amongst 20 different brands) on Festival Fashion in The LA Times. 

The Instagram x Influencer Numbers to Date 

During that 2 week time frame, the AS98 brand received on Instagram: 
- A total of 12 posts created from 3 influencers 
- 46,719 total engagements (46,468 likes + 251 comments) in 2 weeks from the influencers’ network 
- 25 posts were added to the #AS98StyleDiaries 
- 2% average total engagement rate from influencer posts  
- 8.7% increase in fans and followers in 2 weeks

Social + Digital Impressions: 

- Blogs: 2,154,000 impressions; 447,164 UMVs 
- Social Media Total impressions: 2,154,000 
- Total Likes: 43,918