To promote its newest eyewear collection, Fendi teamed up with Béatrice Martin, a French-Canadian singer-songwriter, to create a digital audiovisual experience featuring the brand’s latest Eyeshine sunglasses.
Prior to the campaign launch, Martin took over the brand’s Snapchat account and gave viewers a sneak peak into her life on tour. Once the campaign began, Fendi released a music video on YouTube featuring Martin, as well as an interactive e-commerce site inviting consumers to “listen to music with fresh eyes.” After users entered the site and selected which of Martin’s songs best fit their mood, they were redirected to a mood-based Spotify playlist before being prompted to shop Eyeshine sunglasses.
This execution strategically implemented a multisensory campaign across several digital channels. By featuring a young up-and-coming artist and taking advantage of channels like Snapchat, YouTube and Spotify, Fendi made its brand more accessible to a younger target.