Category: Qatar

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Content Creation and Influencer Marketing Strategy for Esquire Qatar

Esquire Qatar content creation campaign by Instasamy

INTRODUCTION

Since 2020, Instasamy has partnered with Esquire Qatar to manage and create exclusive content for their Instagram account during fashion weeks in London, Milan, and Paris. The goal was to ensure comprehensive and engaging coverage for Esquire Qatar’s audience.

CHALLENGES

  • Increasing Brand Awareness: Boosting visibility in a highly competitive fashion sector.
  • Maintaining Brand Relationships: Ensuring content meets the needs of both brands and the target audience.
  • Real-Time Unique Content Creation: Dynamically capturing and publishing real-time content that embodies the essence of fashion shows.
  • Organizing Dedicated Teams: Deploying dedicated teams for efficient event coverage.

SOLUTION ᕦʕ •ᴥ•ʔᕤ

  • Dedicated Production Team: Formed a production team with photographers, videographers, and content creators in Milan and Paris to capture key moments at fashion shows and street style events.
  • Strategic Editing Coordination: Milan-based editing team promptly edited and published content on Esquire Qatar’s Instagram, ensuring real-time high-quality coverage.
  • Content Creation Strategy: Designed a content creation strategy to meet the needs of brands, the magazine, and the audience. Utilized visual storytelling and engaging multimedia content.
  • Influencer Marketing: Incorporated influencer marketing by involving key figures in the fashion industry to amplify content reach and engagement. Influencers attended fashion shows and shared highlights with their followers, expanding Esquire Qatar’s visibility.
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Co-Created Content for Harper’s Bazaar Qatar

Harper's Bazaar Qatar social media campaign by Instasamy

INTRODUCTION

Since 2021, Instasamy has collaborated with Harper’s Bazaar Qatar to create and manage social media content during Fashion Weeks. Our agency produces photos and videos in Milan and Paris, capturing ready-to-wear and haute couture shows. We provide near-real-time content, including reels and stories, often extending this collaboration to Harper’s Bazaar Arabia and Harper’s Bazaar Saudi, creating co-created content.

CHALLENGES

  • Visually Compelling Content: Crafting authentic and memorable content to boost brand awareness.
  • Rapid Reels and Stories Production: Publishing reels within two hours post-show and real-time stories.
  • Coordinating Multidisciplinary Teams: Managing runway and street style photographers, videographers, and post-production teams including editors, copywriters, and content creators.
  • Presence at Shows: Being physically present to build strong relationships with brands.
  • Communicating for Multiple Magazines: Simultaneously meeting the communication needs of various magazine editions through co-created content.

SOLUTION ᕦʕ •ᴥ•ʔᕤ

Drawing on our experience with Grazia Arabia, Instasamy refined its approach, focusing on speed and creativity. We leveraged Instagram’s “invite collaborator” feature to enhance collaboration.

  1. Dedicated Production Team: A team exclusively for Harper’s Bazaar to ensure high-quality, authentic content.
  2. Specialized Post-Production: A team capable of understanding and amplifying the show’s message, adhering to editorial guidelines.
  3. Latest Editing Trends: Utilizing current video editing trends and music tracks aligned with target audiences.
  4. Active Participation: Samantha De Reviziis, Instasamy’s founder, actively participates in numerous fashion shows and events in Milan and Paris, strengthening relationships with brand PR.
  5. Co-Created Content: Created unique reel content that meets the needs of all three magazines’ Instagram pages.
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51 East

BRIEF

51 East, the most famous department store in Qatar, aimed to increase the perceived value of its brand, build customer loyalty, and create social media content that sets it apart from its competitors.

OUR INSIGHT

Analysing the online presence of 51 East’s competitors, we discovered that most of them use the same communication language on social media. Specifically, they post images distributed by the brands they sell, which does not resonate with their most important target audience, Generation X.

According to recent research, Generation X prefers to be informed with unique and dedicated content about the fashion industry directly from their trusted sellers, who now play a new role. The fashion industry is changing, and so are the players. Department stores need to have a presence on social media with specific content and a consistent image. There is a strong osmosis between the consumer and the brand, and this trend has transformed the luxury industry into a “broader cultural industry.” Today, fashion houses resemble “platforms with even broader content, welcoming creativity and consumers connected through co-creation.” “Brands are becoming cultural players in the true sense, capable of shifting values in a civil society, with an almost political role,” observes researcher Claudia D’Arpizio.

The retail world is the bridge between the brand and the consumer, and it is important for it to evolve, no longer acting as a mere seller but as an influential brand capable of effectively communicating with the targeted generations.

THE SOLUTION

51 East offers a meticulously curated selection of Haute Couture items. We proposed to the department store to create exclusive content dedicated to Couture Week, with the aim of showcasing their research activities and presence in the fashion industry. We planned reels dedicated to fashion shows, Couture Week guests (celebrities, influencers, top editors), and behind-the-scenes footage. And we did it by adopting the communication language of Generation X, Millennials, Gen Z, and Baby Boomers. In real-time. During fashion week, editors, stylists, influencers, and buyers post amateur videos and photos of the fashion shows they attended. Fashion magazines create dedicated articles when they receive the content (usually the day after the show). Those who publish first gain more engagement because fashion enthusiasts obsessively search for fashion show content on Instagram. Once they’ve seen the content, their interest wanes, and searches decrease significantly.
To leverage the opportunities of this mechanism, 51 East published real-time reels of fashion shows, street style, and backstage content before anyone else. This way, they gained significant attention from new target audiences and the brands that sell fashion.
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Grazia Arabia

success story Grazia Arabia Qatar magazine

BRIEF

In 2017, Grazia Arabia, the most influential magazine in Qatar, aimed to increase its brand awareness in fashion capitals. The ultimate goal was to achieve significant positioning through Instagram and Facebook to acquire new international clients.

OUR INSIGHT

In 2017, Qatar was still in the process of development and was not yet an influential state in the fashion industry. There were few stores of major international brands, and consequently, international brands had little interest in launching advertising activities in that market.

THE SOLUTION

grazia arabia instasamy
To successfully position the magazine, we participated in the ready-to-wear and Couture Fashion Weeks in New York, London, Milan, and Paris. We created dedicated content for the fashion shows and published them in real-time on Instagram and Facebook. The content was in line with the magazine’s brand identity, the vision of Editor-in-Chief Bianca Brigitte Bonomi, and the culture of Qatar. The brand-specific content allowed the magazine to establish connections crucial for its growth with fashion houses (potential clients) and gain recognition in fashion capitals. The key to success We built an effective publishing system that allowed the magazine to share pre-edited content from fashion shows on Instagram in real-time, such as videos and stories with graphics and brand logos. Publishing fashion show content on Instagram ahead of competitors allowed the magazine to gain more engagement. In addition to content dedicated to fashion shows, Grazia Arabia published street style, backstage, and interview content, all produced by our team and shared in real-time. Street style content was strategic for the growth of the Instagram account, as influencers, celebrities, buyers, editors, and key opinion leaders who were photographed and featured would repost the content on their social media profiles. These reposts increased the magazine’s visibility and, consequently, the number of followers on the Instagram account.
  • Grazia Arabia Qatar, in collaboration with our agency, was a pioneer in real-time fashion show coverage on Instagram. Read more here
After the fashion shows, we published a portion of the work produced during fashion weeks in the printed magazine, which was distributed monthly in Qatar. This way, we also reached the less social media-oriented target audience and directed them to the Instagram channel, where readers could find new content for free. By doing so, we created a strong osmosis between the brand and the readers. Furthermore, we focused on conveying news and special projects with local and international brands like Valentino, Miu Miu, Prada, and Four Seasons through Instagram. We created visually impactful content using motion graphic design techniques and animated illustrations. Additionally, we applied the science of human interactions to the digital world and developed AR marketing and co-creation projects.
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Esquire Qatar e Grazia Arabia

esquire qatar

BRIEF

In 2020, during the pandemic, fashion magazines Grazia Arabia and Esquire Qatar wanted to continue increasing their brand awareness and significantly support the fashion industry during that critical time.

OUR INSIGHT

In 2020, due to the lockdown, fashion brands were unable to showcase their collections through in-person fashion shows. Fashion weeks were entirely digital. As a result, it was challenging to create unique and dedicated content or capture street style.

OUR SOLUTION

 

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Un post condiviso da Grazia Arabia 🇶🇦 (@graziaqatar)

With Esquire Qatar and Grazia Arabia, we launched the Full Access project. We curated the coverage of digital fashion weeks on Instagram, creating exclusive content and involving influencers, celebrities, fashion brands, and the Fashion Chambers of Milan, Paris, and London. We created an extraordinary synergy among all the stakeholders, allowing the magazines to achieve exponential growth and strengthen their relationships with fashion houses.

The official project launch statement by the Editor-in-Chief of both magazines, Bianca Brigitte Bonomi.

Digital Street Style – Influencer Marketing
During the Digital Fashion Week, we asked celebrities and influencers to take a photo of themselves in a special outfit while watching their favourite brand’s fashion show comfortably from home. We then asked them to send us the image so that we could publish it on the Instagram channels of Esquire Qatar and Grazia Arabia magazines.
We created an Instagram editorial plan alternating content dedicated to digital fashion shows with street style content.

  • On Grazia Arabia, we published photos of actresses, influencers, stylists, buyers, and singers from around the world. Some names include Nataly Osmann, Nicole Scherzinger, Ana De Armas, Xenia Tchoumi, Leonie Hanne, Audrey Bouettetiger, Ester Exposito, Nieves Alvares, Mary Leest, Patricia Contreras, Ludovica Meral Frasca, Alba Sofy, Afra Beaty, Silke Hajunga, Viky Rader, Tamara, Kalinc, Andrea Thiebat, Monira Akrmi, Patricia Clarkson, Lavinia Fukas, Deimante, Silvia Abascal, Bella Tehrani, Sira Pevida, and the Ami and Aya Amiaya twins.
  • On Esquire Qatar, we published photos of singers, stylists, celebrities, buyers, and influencers such as Irama, Emmanuel, Andrew Gelwicks, Ashton Gohil, Alessandro Egger, Michael Collins, Daniel W Fletcher, Filippo Fiora, Victor Blanco, Filippo Cirulli, Andrea Faccio, and Andrea Cerioli.

Many magazines wrote about the Full Access fashion project.

 

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Un post condiviso da Esquire Qatar (@esquireqatar)