Giace Paris
BRAND LAUNCH SOCIAL MEDIA STRATEGY
When Giace Paris, a luxury semifreddo frozen bite brand, prepared to launch in Paris in late 2025, the objective was to position it on social media as a desirable indulgence seamlessly woven into everyday rituals, gifting occasions, and cultural touchpoints.
JULY - AUGUST 2025
In collaboration with the agency founder, I developed the full launch strategy end-to-end: from insights and competitor analysis to creative concepting, campaign ideation, content pillars, and rollout planning. The approach combined luxury editorial storytelling with trend-led activations to ensure Giace entered the market as more than a dessert, but as a ritual, a gift, and a moment of presence spent with yourself or your loved ones.
CAMPAIGN HIGHLIGHTS:
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Narrative-driven launch journey: Designed a three-phase rollout (pre-launch, launch, post-launch) to guide the brand from mystery to reveal to long-term lifestyle integration
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Luxury positioning: Crafted Giace’s brand voice, visual social media identity, and content pillars to blend Parisian chic with sensory storytelling while focusing on textures, rituals, and craftsmanship
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Pre-launch intrigue: Introduced teaser campaigns such as the 'Love Letter Giveaway' to win a luxury spa day ft. Giace and cinematic reels to collect leads, build desire, and grow anticipation before the product reveal
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Launch activations: Concepted 'Freeze the Moment' street interview reels and Fashion Week tasting activations to align Giace with Parisian cultural moments and cement its position at the intersection of fashion and food
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Post-launch integration: Extended the strategy into seasonal campaigns, UGC content library build-up, influencer marketing campaigns and ritual-based content to shift Giace from short-lived hype to habit
A FEW CREATIVE CONCEPT EXAMPLES
'Freeze the Moment' Street Series: reels and carousels of Parisians tasting Giace on Paris streets, paired with ASMR elements, genuine reactions and thoughts on the product.
Fashion Week Takeover: Pop-up tastings at shows, product sightings with fashion enthusiasts and influencers, aligning Giace with key Paris audiences.
Melting Series: Split-screen reels showcasing Giace’s slow-melt formulation versus regular ice cream, tapping into educational storytelling while teasing all the senses.
MY ROLE
Led the creation of the full launch strategy, including positioning, content pillars, creative campaigns, activations, visual aesthetics and rollout plans.
Developed the brand voice and identity guidelines for social media.
Designed campaign concepts that connected Giace with luxury lifestyle, fashion and Parisian culture with Milanese roots.
Created a content calendar and KPI framework to measure launch impact across Instagram, TikTok, Pinterest, and email.
PROJECTED SUCCESS METRICS
Pre-launch: Build anticipation, collect email sign-ups, and establish a waiting list.
Launch: Drive retail traffic to Épic Paris stockists, secure influencer partnerships, and generate press coverage and UGC participation.
Post-launch: Embed Giace as an everyday luxury ritual, strengthen community engagement through giveaways, community channels, storytelling and build a foundation for expansion into flagship stores and premium collaborations.
