To celebrate its milestone centennial year, Gucci launched an inspiring 10-page spread of local trailblazers across SPH Media’s luxury and fashion titles, showcasing its collection to build brand love. The campaign successfully targeted the brand’s desired audience and achieved 1.3x beyond its KPI in terms of awareness and recall.

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Gucci’s Challenge & Objective

When influential and progressive luxury fashion house Gucci celebrated its centennial in 2021, it was only fitting that they wanted to do it in a wholly modern way that would build brand love & awareness, leave a lasting impression and enjoy localised reach among its fans and fashion lovers in Singapore.

Known for its quality and attention to detail, the House collaborated with SPH Media’s four leading lifestyle media titles — Harper’s BAZAAR Singapore, Female, ICON, and NÜYOU — to showcase its collection in its milestone year through a unified editorial spread across both digital and print platforms.

Trailblazing In Every Way

For the first time, the four magazines simultaneously ran a high-impact 10-page spread in their November issues featuring Gucci-clad “trailblazers” — prominent personalities who created their names by challenging perceptions.  These included filmmaker Boo Junfeng, engineer-turned-chef Lennard Yeong, fitness tech entrepreneur Valerie Ding, virtual influencer Rae, creative director Chris Lee, as well as model and “elderpreneur” Ong Bee Yan.

With each magazine’s editors collaborating on the art and editorial direction, we successfully pulled off a single, unified production. These creatives, unique to SPH Media, served as the base for each title’s spread whilst they featured it in the magazine’s own styles to reach out to their respective audiences.

Gorgeous visuals of these trailblazers served as an apt, inspiring salute to both the rare individuals who dared to dream big and Gucci, the house driven by creativity and craftsmanship and whose exquisite clothes and accessories played an equally essential role in the high fashion feature.

Apart from the print spread, digital and social amplification through editorial features and social stories in ICON & BAZAAR further cemented the connection with readers giving the brand unbeatable localised reach as it spanned interests such as luxury and fashion, served in both English and Chinese.

Delivering Love Beyond Expectations

Thanks to the trailblazing campaign that spanned SPH Media’s leading lifestyle media titles, Gucci was able to go 1.3x beyond its KPI in terms of awareness and recall and successfully created a buzz around its centennial celebration.

Results in numbers:

• Awareness and Recall: Achieved 1.3x against campaign goals.
• Sustained Presence: +130% in total digital impressions
• Targeting: 1.8x more targeted towards SPH Media’s premium audience.