If the Shoe Fits: L'Icona de Ferragamo
Ferragamo’s classic shoe styles Vara and Varina were experiencing a surge of popularity among ‘It’ Girls like Alexa Chung and Leandra Medine, and the brand wanted to capitalize on the buzz with a digital initiative to celebrate the 35th anniversary of the iconic ballet flat. Chandelier partnered with fine-art photographer Claiborne Swanson Frank to create portraits and videos of fashion-industry insiders wearing customized Vara and Varina shoes. We designed a digital hub to host content, along with an app for users to create and order their own customized pair of shoes. A new ‘It’ girl content piece went live on the site every day for a month. The result? Over 42 million impressions, 25,000 unique visitors, and 85 earned media press placements worth almost $3M in media value.