Founded as a small cashmere brand, Ganni underwent a remarkable transformation under the Reffstrups. They cultivated a dynamic and vibrant aesthetic, departing from the traditional Scandinavian minimalism. Instead, Ganni offers playful prints, beautifully tailored pieces with a designer touch, and a diverse range beyond apparel, encompassing casual wear, swimwear, and accessories – all while maintaining affordability.
A Multifaceted Communication Mix
Ganni strategically blends traditional and digital channels for maximum reach. They leverage print ads, editorials, and fashion magazine partnerships to connect with industry professionals, while their website, social media platforms, and email marketing nurture a strong online community.
The Powerhouse of Social Media
Ganni's social media presence is a cornerstone of their communication strategy, with three strategic Instagram profiles:
- @Ganni: The official page showcases collections, features micro-influencers and customers, and offers a glimpse into the brand's world.
- @Ganni.lab: This page focuses on transparency, providing information on sustainability initiatives, materials, and future goals.
- @Ganni.guide: Dedicated to community, this page features travel tips, gifting ideas, and artist collaborations.
By consistently posting engaging and visually appealing content across these profiles, Ganni fosters authenticity, builds brand loyalty, and connects with their audience on a deeper level.
Engagement: A Nuanced Perspective
While Ganni's social media strategy is successful, data indicates their engagement lags behind some competitors in follower count, average likes and comments, and overall engagement rate.
However, it's crucial to consider the underlying principles of their strategy: authenticity and organic growth. Unlike competitors who rely heavily on crafted campaign imagery and celebrity endorsements, Ganni leverages the power of user-generated content and micro-influencer collaborations, achieving success through genuine connections.
Cultivating Deeper Engagement: The Event Proposal
Building on primary research, this plan proposes an interactive event: "Create Your Own Ganni T-Shirt." Scheduled for the FW23 collection launch in December, it will offer early access and a unique opportunity for attendees to design their own t-shirts. Engaging activities and incentives like social media features will encourage content creation and sharing.
This event aims to:
- Reinforce the brand's customer-centric message.
- Enhance brand engagement and loyalty.
- Further leverage user-generated content for growth.
The event aligns with research findings highlighting customer interest in interactive experiences and new product launches. Participants will have the opportunity to unleash their creativity, engage in the design process, and access the new collection. Curated designs will be featured on Ganni's Instagram, offering participants a platform for recognition. Local artists and musicians will create a vibrant atmosphere, fostering interaction and community building. Attendees will be encouraged to share their experiences using #GANNIGirls, amplifying the event's reach and impact.