Digital Marketing Workshop Florence Fashion Society.pdf

This slideshow explores the fundamentals of digital marketing in fashion, covering its purpose, key elements, and what makes a campaign successful. It includes case studies of standout fashion campaigns from the past year and a hands-on assignment where members created their own digital marketing strategies for their favorite brands.

Presented at Florence Fashion Society, this workshop was designed to help students understand branding, visual storytelling, and consumer engagement in the digital space.

Check it out to gain insights into how fashion brands craft compelling marketing campaigns!

1. Digital Marketing
Workshop
03.02.25
FLORENCE FASHION SOCIETY

2. Digital marketing communicates messages
through digital channels accessed through
electronic devices, including phones, computers
and tablets.
The goal: generating product awareness and
influencing purchasing decisions to drive sales.
The main difference between traditional and
digital marketing is that digital marketing uses
internet-connected technologies to
communicate and engage with targeted
audiences.
What is a Digital Marketing
Campaign?

4. Rhode BeautyRhode Beauty
Peptide Glaze
Glowy look
Dewy (glaze)
skin
Peptide Lip
Plump
High
Performance
Glazing
Milk
“Toasted
Teddy”
Blush shade

5. Jacquemus
Marketing strategy:
Experiental
Social Media
Innovative
Creating memorable campaigns
Authentic & fun

6. Strategic Product Seeding
Identify influencers whose values and aesthetics align with your brand. Gifting products
to these creators fosters authentic endorsements that resonate with their audiences.
Speak to Younger Generations in Their Language
For Gen Z and millennials, authenticity is non-negotiable. Use relatable messaging, bold
visuals, and engaging formats like short-form videos, memes, and interactive content to
create a digital presence that feels organic and fresh.
Create a Catchy Slogan
A memorable slogan strengthens brand recognition and makes your campaign more
shareable. Keep it short, clever, and emotionally resonant to leave a lasting impact on
your audience.
Capitalize on Trends
Rhode's success with the Lip Peptide Treatment shows the power of aligning with
beauty trends. For 2024, lip products dominated the beauty market, making them an
excellent category for brands to invest in.
Elements that make a digital marketing campaign successful:

7. C
r
e
a
t
e

Y
o
u
r Ow n
C
a
m
p
a
i
g
n
!
Get in pairs and using canva or any
other editing tools you may have
access to create your own digital
marketing campiagn for a fashion
brand of your choice!
Keep in mind all the elements we went
over, get creative and have fun with it
<3

8. Your paragraph text
Roberto Cavalli Digital Marketing Campaign
By: Nicole Jaroscak
Elements:
✨Rihanna as the face of the brand –
Leveraging her global influence for
maximum exposure
✨ Leopards as a central visual element –
Paying homage to Cavalli’s signature
leopard print designs
✨ A newspaper-style ad concept – Inspired
by the growing trend of newspaper
marketing, both digitally and in physical
formats for runway shows, pop-ups, and
experiential campaigns

9. For Love & Lemons x Sabrina Carpenter
By: Adriana Cofino and Danielle Weston
Post Malone x Levi’s
By: Ryan Ciampitti and Matthew
Snyder
More student campaign examples: