Founded in 1983 by Franco Moschino, Moschino is synonymous with bold creativity, playful irony, and luxury fashion. As part of the Aeffe Group, alongside Alberta Ferretti, Philosophy di Lorenzo Serafini, and Pollini, Moschino serves a global audience across womenswear, menswear, childrenswear, accessories, eyewear, and fragrances. In 2024, Moschino partnered with Cosmo5 Group company Storeis to reinforce its brand image and distinctiveness, particularly through Fashion Week campaigns and seasonal storytelling, to boost awareness and consideration.
The Challenge
Despite strong product offerings and runway visibility, Moschino needed to enhance its brand image to remain top-of-mind and resonant across digital touchpoints. The objectives were to:
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Drive brand affinity and purchase consideration within the target audience.
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Increase the frequency and memorability of advertising messages.
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Improve website traffic quality and ensure relevant user sessions.
The challenge was to translate Fashion Week’s energy into sustained brand lift through a cohesive digital advertising ecosystem.
Our Approach
We designed a full-funnel strategy with a focus on upper-funnel activity to keep Moschino top-of-mind and drive engagement:
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Awareness Campaigns: Launched campaigns to maintain brand visibility, paired with consideration campaigns to ensure consistent, high-quality traffic volumes.
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Diverse Ad Formats: Utilized video, carousel, and single-image formats across platforms to maximize coverage and engagement.
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Performance Monitoring: Implemented ongoing optimization and tracking to ensure campaign effectiveness and gather strategic brand insights.
To measure impact, we conducted a Brand Lift Study (BLS) in September 2024 via Meta platforms in Italy, replicating the 2023 methodology for consistent tracking of brand perception evolution.
The Impact
Our strategy transformed Moschino’s brand perception, as evidenced by the Brand Lift Study. The campaign drove significant improvements in sentiment, particularly among exposed audiences, with similar shifts in the control group indicating broader brand momentum. By amplifying upper-funnel activities, Moschino strengthened visibility, relevance, and affinity, laying the foundation for long-term brand equity. The campaign’s success earned recognition from Meta, which featured it as a best-in-class example of digital brand-building on their official blog.
+17%
Positive/neutral responses to “What do you think about Moschino?”
+25%
Positive/neutral responses to “Do you think Moschino is a trendsetter?”
