Prada Group’s economic performance has taken a positive turn, marked by a remarkable 60% increase in turnover during the first half of 2020 and 2021. This upward trajectory can be attributed to the visionary collaboration of Miuccia Prada and Raf Simons, who have constantly pushed boundaries and infused the brand with their cerebral and generous approach.
In their pursuit of innovation, Prada embarked on a unique endeavor by introducing the ritual of the “post-show explanation” by Miuccia and Raf. This novel concept allowed the duo to delve deeper into their creative process, offering a behind-the-scenes glimpse that resonated with both fashion enthusiasts and industry insiders alike.
Building on this success, Prada daringly launched an all-encompassing ASMR campaign called “Feels like Prada”, which spanned across various platforms like Youtube, Instagram, and print magazines. Creative genius David Sims played an instrumental role in crafting this sensory experience, immersing viewers in a 100% sensory signature that beautifully captured the essence of Prada.
The campaign’s layout was reminiscent of a captivating film title, immediately capturing attention and curiosity. Drawing inspiration from the concept of intimacy and personal gratification, “Feels like Prada” effortlessly made us feel the exhilaration that comes with carrying Prada’s meticulously chosen materials. It trained our focus on the intricate details that evoke a sense of pride and distinction when owning a Prada bag.
The campaign further immersed us into the world of Prada by showcasing the unyielding mental strength of Prada women and men. The imagery was reminiscent of a scene from the cerebral cinema of Christopher Nolan, with a mesmerizing shot featuring a building adorned in the iconic Prada mesh. This visual spectacle evoked a sense of wonder, further solidifying Prada’s position as a brand that constantly pushes boundaries and captures the imagination.
By offering a 360° ASMR campaign that is both conceptually rich and immediately captivating, Prada has once again demonstrated its mastery in the art of storytelling through marketing. This bold move not only reinforces the brand’s image but also engages and excites the audience on multiple levels.
Useful links:
1. How Prada Racked Up Double-Digit Growth During COVID-19
2. How Hermès Leveraged Sales Growth Through a Captivating Campaign
