Guidi
The Ask
The Brand:
Guidi is an italian luxury leather shoe brand known for its avant-garde designs.
Business Challenge:
Their name only exists in niche circles because they’ve never done any marketing.
Objective:
Launch a social campaign that increases brand awareness in the US.
The Audience:
Fashion-conscious US residents, aged 20–35.
The Answer
Human Issue:
Guidi has a cult following, so going mainstream risks pissing off it’s gatekeeping fandom.
Insight:
Guidi’s never tried marketing, but they’ve thrived because of that, not in spite of it.
RTB:
Avant garde’s mother and father, Rei and Yohji, were also famous because they never leaned into PR, conducted interviews or explained designs. In the world of avant-garde, less is more.
Strategy:
Take Guidi's anti-try-hard vibe on social. No tutorials, unboxings, or affiliate codes. Just show the shoes and let the right people find you.
GET mainstream fashion fans
WHO don’t know Guidi exists
TO ‘get’ what Guidi’s really about
BY serving up influencer marketing that doesn’t sell out
Creative Platform:
Guidi Speak for Themselves
We worked with a naturally inclusive selection of the US’s edgiest creators to show off Guidi boots in situ. We didn’t shove GRMW’s down people’s throats, nor ask for ringing endorsements, nor even add captions.
The goal: let new fans discover Guidi like the die-hards who’ve been there from the start.
The Result
Pitch won, and following the presentation the client said that this strategy gave “the most accurate reading of their brand that they’d ever recieved”.
Campaign Achieved: