#PomeloGirlsRuntheWorld

Objective
Undertake an international fashion platform campaign with a multimillion-dollar revenue target while enhancing brand equity.

Challenge
Navigating a price-sensitive market compounded by a damaged brand image due to aggressive mega sale culture in 2021.

Opportunities
Capitalizing on International Women’s Month to resonate with a global audience and drive engagement.

Approach
Leveraging on International Women's month to launch SS22 inhouse collection and brand offerings. Central to our strategy was the #PomeloGirls movement, seen as a vehicle for transformation and empowerment.

Nicole envisioned #PomeloGirls community as a catalyst for change, shaping everything from the art direction of different scenes to the execution of our PR event. The creative approach focused on community and culture, utilizing a blend of social media, public relations, and talent strategy to amplify our message. By placing women at the forefront of our campaign, we aimed not only to showcase our products but also to champion inclusivity and empowerment.

Results
Exceeded revenue targets
Successfully revitalized brand equity and regained consumer trust.
Generated significant engagement and positive sentiment among the target audience.

Key Takeaways:
Leveraging cultural moments such as nternational Women's Day can enhance brand resonance and consumer connection.
Community-driven initiatives, when executed effectively, can foster brand loyalty and advocacy.
Authenticity and inclusivity are paramount in rebuilding brand perception and establishing lasting connections with consumers.

Future Implications
Our International Women's Day campaign serves as a testament to the power of purpose-driven marketing in driving tangible business results while making a meaningful impact on society. Moving forward, integrating similar initiatives into our brand's strategy can further solidify its position as a leader in inclusive and empowering fashion.