Versus Versace

THE CHALLENGE

Make the Versus brand more relevant for the new cutting edge Millenial audience.

THE IDEA

Reinvigorate the brand by recreating all of Versus’ owned assets and develop new age partnerships to drive brand cool and aspiration for the new Millenials.

THE EXECUTION

Design and develop a new Versus site to serve as the new brand hub. Create a full suite of new content assets: films, stills and editorial. Form collaborations and cultural connections with designer J.W. Anderson, vintage throwback K-Way and musical talent M.I.A. Devise a new social engagement strategy, conversation calendar and serialised content using twitter as the key platform. Mark the relaunch with an event creating further brand content.

THE RESULTS

The Versus campaign off the back of the new assets and cutting-edge partnerships appeared in over 61 million twitter feeds and created over 114 million twitter impressions. Traffic to the new site increased by 33%.
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