When legendary Savile Row tailor Edward Sexton teamed up with luxury knitwear collective Sibling, The Woolmark Company approached Involve Digital to launch a high-impact campaign across five global markets: the UK, USA, Europe, Japan, and China.

With just eight days to drive engagement for a 1:45 fashion film, the challenge was balancing artistic storytelling with performance-led distribution. The audience was niche and discerning — fashion-conscious men in major global style capitals, from Knightsbridge to Tokyo. Influencer-inspired targeting was critical, leveraging Edward Sexton’s history of dressing cultural icons including Paul McCartney, Harry Styles, Mark Ronson, and Annie Lennox.

We deployed a two-channel strategy across Facebook and YouTube, building micro-segmented audience clusters based on:

• Fashion interest categories
• Followers of high-fashion cultural figures
• Urban geographies aligned with global fashion districts
• Past behaviour and video view intent

Our campaign objective was simple: maximum completed views from a hard-to-reach, premium fashion demographic.

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Involve Digital built the campaign with granular segmentation from day one, enabling rapid optimisation within hours of launch. We tested multiple creatives, audiences, and placements across both platforms. Once performance data came in, we restructured the media plan to lean heavily into Facebook, which outperformed YouTube across all metrics—particularly cost per completed view and engagement rate.

This agile approach allowed for real-time optimisation to amplify what was working and quickly drop what wasn’t.

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This campaign wasn’t just about pushing views—it was about reaching the right viewers, with the right aesthetic, in the right places. Our targeting strategy ensured the film landed in front of high-value viewers who understood and appreciated the Edward Sexton aesthetic.

Involve Digital’s performance-led execution delivered brand-building impact typically reserved for much longer campaigns—proving that burst campaigns, if built right, can drive serious scale.

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• Full international campaign planned and launched within 72 hours
• Influencer and persona-based audience modelling
• Continuous optimisation towards view-through rate
• Final week-over-week reporting delivered within 48 hours of wrap-up
• Strategic budget shift to Facebook mid-flight based on live results

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• 609,685 completed views on Facebook in just 8 days
• 1,875,279 people reached across all five target regions
• 3.7 million impressions served to fashion-savvy consumers
• 23,191 clicks to the collaboration landing page
• 0.65% CTR from high-value audience segments
• Facebook generated the majority of results with significantly better cost efficiency than YouTube

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