"What Makes a Man Today" Campaign for Zegna

At Ogilvy & Mather Ltd. Shanghai, I played a pivotal role in the international branding campaign "What Makes a Man Today" for the luxury menswear brand Zegna.

My contributions spanned both content creation and strategic assistance, driving significant engagement and brand awareness.

This project underscores my expertise in managing and executing high-impact social media campaigns, creating compelling content, and working effectively with influencers to elevate brand identity and engagement.

Content Management

Spearheaded daily content generation on WeChat and Weibo, crafting posts that consistently achieved over 100K views or 10K reposts.

Influencer/Celebrity Collaboration

Crafted persuasive copy for influencer/celebrity marketing initiatives, collaborating with high-profile figures such as China brand ambassador Tinfeng Xie and international brand ambassador Mahershala Ali, along with other celebrities and influencers, to amplify the campaign’s reach.

Engagement and Reach

Focused on delivering high-quality, resonant content that drove significant interaction and engagement, reinforcing Zegna’s brand message and appeal.