Cruciani is an Italian fashion brand established in 1992 with a vision of developing desires and giving them a tangible form. Cruciani products are made in Italy and represent the best of a traditional heritage and an art in continuous evolution. The Cruciani brand is perceived as different and distinctive, and the products are considered young, casual and sophisticated. Cruciani C, which is the latest line featuring trendy bags, wallets, and most importantly macrame bracelets became all the rage and exploded in popularity in Italy and all over the world.
As Cruciani launched the new line in the Middle East through its shop in Dubai it instantly became a hit. Social media was a key driver in popularizing the brand especially among local young women in the GCC. We were brought on board to promote Cruciani on Instagram and Facebook. Starting with fresh new accounts we grew the Instagram followers to 27,000 over one year (back when there were no Instagram ads), and Facebook fans to 67,000 with minimal advertising budget allocated. Cruciani did an excellent job in providing high quality artistic photos of their products, and we took care of increasing engagement through activation campaigns such as repost and tag contests on Instagram, and sweepstakes on Facebook. Social media drove footfall to Cruciani’s shop in Burjuman, as well as the two new boutique shops opened in the trendy Dubai Mall and in Mirdif City Center. Young Emirati women were showing the sales attendants pictures from Instagram to indicate the bracelets they would like to buy.
When Cruciani launched their e-commerce website, our social media strategy shifted its focus to drive traffic to the online shop. Over the course of ten months, social media managed to drive 720,000 visits to the online shop, many of which became registered users and placed orders frequently.
April 7, 2014