F is for... by Fendi, Global F is for... by Fendi, Global
F is for... by Fendi, Global F is for... by Fendi, Global
F is for... by Fendi, Global F is for... by Fendi, Global
F is for... by Fendi, Global F is for... by Fendi, Global

The F word

09 : 02 : 2017 Fendi : Branded Content : Millenials

Global – Luxury brand Fendi is aiming to tap into the Millennials market with the launch of F Is For…

  • The digital platform features interviews, editorials and creative music and art content
  • It has been designed to engage with Millennials without the pressure to sell

Described as ‘a digital platform by Millennials for Millennials’, the micro-site contains a variety of written and visual content, and is split into five sections. Freaks covers the platform’s manifesto, Fulgore covers editorials, Faces features ambassador interviews, Freedom includes travel recommendations and Fearless is home to art and music content.

With no direct attempts to sell products, the site is an editorial push to engage a younger demographic. ‘If I had had this pressure [to sell], I couldn’t have explored all these kinds of creative things,’ Fendi’s worldwide communications director Cristiana Monfardini said in an interview with the Observer. ‘It’s a way of communicating to the Millennials: What is Fendi? And what is the value of the brand?’

Following the release of an F Is For… app, the campaign’s official debut will be on 10 February in New York.

The Big Picture

By experimenting with new content creation formats, brands are tapping into new markets. For more, see our Branded Content Market report.