Prior to launching their e-commerce website in the United States, Versace needed to grow their marketing database. Pursuit created a multi-channel strategy to spark engagement with US consumer in a way that was accessible while still embodying Versace’s luxury DNA. In addition to a social media campaign, tactics focused not only on growing the database, but also driving people into stores (including a new boutique in New York’s SoHo neighborhood) included promotions and luxury partnerships. Messaging varied from highlighting specific Versace products to encouraging purchases that would deliver benefits to charitable organizations on National Splurge Day.
