#WHATMAKESAMAN 360 MARKETING CAMPAIGN | ZEGNA
#WHATMAKESAMAN
#WHATMAKESAMAN marked the beginning of a new path forward for Zegna and a pivotal brand moment. As the Global Copywriter, I supported in-house creative and strategy teams produce a 360° marketing activation that was bolder and louder than ever before. The campaign launched with a new Manifesto I helped ideate, which appeared in store windows, digital platforms, and out of home in strategic metropolitan spots around the world. This new initiative was further magnified through campaign copy I wrote and managed across press releases, social media posts, website assets, newsletters and other platforms.
The Campaign
Setting a new frontier for the brand, #WHATMAKESAMAN ignited an international conversation on the meaning of modern masculinity. The leading campaign content included a series of film and print advertisements featuring two-time Oscar winner Mahershala Ali, alongside multifaceted artist and entrepreneur Nicholas Tse. Facilitating Zegna’s elevated storytelling direction, I pitched copy for the video scripts recited by the global brand ambassadors. I also proposed inspiring quotes and key campaign themes that were showcased on billboards and the pages of prominent lifestyle magazines.
Modern Voices
To build a community and strengthen the #WHATMAKESAMAN message, I worked with the marketing team to produce digital content with a dynamic selection of talent that we called Modern Voices. My role included devising a series of questions to ask our Modern Voices and interviewing a selection of these men, challenging them to reflect on the values and perspectives they stand for in contemporary times. I then wrote all related paid and organic social media captions and led the video editing process to ensure the most compelling quotes and personal stories were captured in our digital assets.
Community Survey
The What Makes a Man 2019 Survey was conducted among 3,750 participants, aged 20 to 50 years old, to further enrich Zegna’s exploration of contemporary male identity. Revealed on International Men’s Day, the quantitative research study consisted of 45 questions on the state of masculinity that I helped formulate based on my experience as a Research Assistant. Findings illuminated that masculinity remains associated with traditional gender stereotypes which continue to affect men’s ability to share their emotions, as 80% of men expressed difficulty being their authentic selves in society. I helped transform this research data into compelling social media posts and a press release to gain traction across popular media.
Digital Marketing Activations
Further evolving #WHATMAKESAMAN, our global community was invited to join our conversation through a Facebook Messenger Chatbot and Instagram AR filter. To develop deeper engagement with customers, I collaborated with developers on a series of thoughtful questions and answers for the Chatbot to initiate dialogue, provide thought-provoking ideas, and listen to diverse perspectives. Through the Facebook Messenger Chatbot and AR filter, social media users were empowered to voice how their actions, values, and viewpoints redefine modern masculinity. These digital marketing activations aimed to celebrate a diversity of opinions and acknowledge that men today can be expressive and multidimensional.