SMR
Launching the World’s First Premium Men’s Resort Label

Launching the World’s First Premium Men’s Resort Label

SMR

SMR

SMR Days is the collective expression of three fashion industry insiders; resort wear for men that looks as elegant in the office as by the ocean.

Their ambition is to provide first class editorial travel content alongside their ecommerce store. Our strategic objective was to communicate these two distinct but interrelated messages prior to the collection launch.

WHAT WE DID

We sent a social-first photographer to the inaugural lookbook shoot in Marrakech to capture photography, video and behind-the-scenes content specifically for social channels. This content would sit alongside complementary content pillars designed to express the brand’s personality through snapshots of their “design moodboard” and ethos of “It’s Always Summer Somewhere”, as manifested through fabulous holiday destinations.

Editorial content was repackaged and delivered through Instagram Stories to add substance to the brand and inspiration for consumers, prior to being able to shop the collection.

A tightly orchestrated combination of paid media campaigns and digital word-of-mouth through influential contacts of the brand were deployed to grow the account while solidifying its visual identity.

THE OUTCOME

The brand launched with surge in audience growth and awareness driving a large number of pre-sale orders.