Calzedonia
Integrated Marketing & Creative
The Project — In partnership with Calzedonia Brazil, this project focused on localizing a global campaign for the Brazilian market while supporting the exclusive national launch of a Superga product.
The initiative brought together fashion and footwear through a cross-brand collaboration, combining influencer marketing, digital content, and in-store communication. The campaign featured Brazilian influencers to translate the global creative direction into locally relevant content, while driving awareness for the launch of the 2750 Neo Slip-On silhouette, released exclusively in Brazil.
My Role — I led the localization of the global campaign, adapting the creative direction to resonate with the Brazilian consumer while maintaining alignment with brand guidelines.
This included shaping the local rollout strategy across digital and retail touchpoints, supporting influencer partnerships, and ensuring consistency across content, messaging, and in-store execution. I also contributed to integrating the campaign with the exclusive product launch, connecting brand storytelling with commercial objectives.
Results — The campaign successfully translated a global concept into a locally relevant execution, supporting both brand visibility and product awareness in the Brazilian market.
Influencer-led content drove engagement across social platforms, with top-performing posts reaching 400 likes on @supergabrasil and over 1K on the influencers’ profiles. The campaign also extended into retail, creating a cohesive experience across online and in-store touchpoints while supporting cross-brand traffic through promotional mechanics.
The Campaign
Images received from Calzedonia.
Localization
Hero Product: 2750 Neo Slip-On
Positioned as the hero product of the campaign, the 2750 Neo Slip-On anchored all creative and marketing efforts. Its exclusive launch in Brazil created a localized point of relevance, supporting both awareness and demand across channels.
Influencer Campaign
Photoshoot with influencers @gabriellavanti (over 150K followers) and @marynuernberg (over 200K followers).
Social Media
Instagram posts from @supergabrasil, @calzedoniabrasil, @gabriellavant and @marynuernberg.
Homepage Banner
Post-Purchase Touchpoint
Printed insert included in online orders, offering a promotional incentive for a future purchase and extending the campaign beyond the initial transaction.
In-store Display
Display implemented across all Superga locations in Brazil, featuring a QR code that directed customers to a dedicated blog post with additional context on the collaboration.
Blog Post
Dedicated blog feature published on Superga’s website to highlight the collaboration.
