To support the launch of Myla's new lingerie collection, Fiora explored a novel approach, merging storytelling - specifically, a classic 'whodunit' - with elements of gamification. This strategy not only introduced but also showcased the new range.
While traditional marketing strategies like look books and press releases represent the standard approach, our vision was to enhance these conventional mediums with a fresh and more inventive method. Our solution involved creating a classic 'whodunit' interactive story, deftly interlacing 'clues' and 'Easter eggs' across a variety of digital platforms. The narrative was ingeniously structured around two principal characters, each embodying the essence of the new lingerie range. A third character, the enigmatic 'mastermind', remained concealed, strategically disseminating hints across the digital landscape. This interactive storytelling approach invited users to engage with the content, each piece meticulously designed to both highlight the new range and contribute to the unfolding story.
Content was discreetly placed across a diverse array of channels, encompassing social media, YouTube, blogs, online magazines, and forums. A carefully orchestrated mix of paid advertising and influencer marketing was gradually introduced on social media over a two-week period. This multi-faceted strategy culminated in an unexpected twist, bringing our tale to a memorable conclusion.
This innovative campaign successfully integrated storytelling with digital marketing, offering a unique and engaging way to introduce the new collection to its target audience.