Boggi Milano x FIFA World Cup

Integrated Digital Marketing Campaign for a Luxury Fashion Capsule Collection

Graduate Digital Marketing Project

Overview: As the final project for my graduate Digital Marketing Strategies for Fashion course, I developed a fully integrated digital marketing campaign for a limited-edition capsule collection of my own creation. The assignment challenged students to build a comprehensive campaign that aligned with an existing fashion brand's identity while integrating social media, influencer marketing, email marketing, SEO, digital advertising, and content planning.

I selected Boggi Milano and created More Than A Match Day, a FIFA World Cup capsule collection designed to position football as a lifestyle rooted in identity, fashion, and emotional connection rather than simply a sporting event.

  • The objective was to develop a digital campaign that remained authentic to Boggi Milano's luxury positioning while introducing a limited-edition capsule collection inspired by the FIFA World Cup. The strategy needed to integrate multiple digital channels into one cohesive campaign that could increase awareness, engagement, and online sales while maintaining the brand's premium identity.

  • Research revealed that football has become far more than a sporting event. It represents identity, belonging, and shared cultural experiences, while fashion has increasingly become a way for fans to express that connection. Consumers want apparel that fits naturally into everyday life—not just the ninety minutes of a match.

    This insight became the foundation of the campaign:

    Football has become a lifestyle culture.

  • More Than A Match Day

    Rather than focusing solely on the game itself, the campaign celebrated everything surrounding it: anticipation, friendships, travel, city life, watch parties, and the emotional moments that make football a global cultural experience.

    The collection became an elevated expression of fandom through sophisticated storytelling, premium fashion, and digitally connected experiences.

  • To support the campaign, I developed a comprehensive digital marketing ecosystem that included:

    • Instagram editorial storytelling and Reels

    • TikTok short-form video strategy

    • Influencer marketing partnerships

    • Email marketing campaigns

    • SEO recommendations

    • Paid social and digital advertising

    • A coordinated two-week cross-platform content calendar

    • Campaign objectives, budget allocation, and performance metrics

  • This project was completed independently from concept through execution. I was responsible for:

    • Consumer and market research

    • Audience development

    • Campaign strategy

    • Creative concepting

    • Influencer strategy

    • Cross-platform content planning

    • Budget development

    • KPI recommendations

    • Social media mockups

    • Visual campaign presentation