In 2018, CH Carolina Herrera launched a signature collection of bags in line with the objective of redefining the brand’s positioning and reminding consumers of it’s luxury Spanish craftmanship. The goal was to emphasize the brand as a luxury bag brand first, and RTW second. In line with this, we set out to launch a campaign that would impactfully highlight the “Insignia Collection” in the market and set the tone for a new communication strategy.

To grab our audience’s attention, we leveraged the talent of some of the most relatable youth personalities in the region, reach alone wasn’t enough. They had to be relevant, they had to be unique but more importantly they had to be authentic. Each one of our CH Carolina Herrera girls was handpicked to speak specifically to our target audience.

We didn’t try and compete in traditional media against the larger media budgets of our competitors. To break through the noise, we partnered with some of the region’s most prestigious titles; Hia, Vogue and Yasmina, and created three bespoke films that would resonate with our audience while unleashing our luxury credentials.

We brought all of our ambassadors together to create a social campaign that our audience would be excited to watch and share. We created a film that would be social media ready. Each ambassador was treated to their very own edit to ensure each one of their personalities was given the proper platform.