GUESS faced a challenge shared by many legacy labels: how to stay relevant and drive genuine engagement among Gen Z, a generation with entirely different content habits, values and brand expectations.
The brief: develop a social media strategy to promote GUESS collection pieces during Festival season, designed specifically for and by members of Generation Z.
"Phygital" focus group combining physical workshops at GUESS HQ with digital strategy development, in-store analysis and hands-on content production.
Students selected from POLIMI Graduate School of Management, IFA Paris, Istituto Marangoni, IED Madrid, Università di Padova, SUPSI and USI.
Developed with senior managers from Meta and TikTok, with direct access to platform expertise and content creators.
End-to-end: consumer research → brand audit → strategy development → content creation → presentation to GUESS marketing leadership.
GUESS faced a challenge shared by many legacy labels: how to stay relevant and drive genuine engagement among Gen Z, a generation with entirely different content habits, values and brand expectations.
The brief: develop a social media strategy to promote GUESS collection pieces during Festival season, designed specifically for and by members of Generation Z.
"Phygital" focus group combining physical workshops at GUESS HQ with digital strategy development, in-store analysis and hands-on content production.
Students selected from POLIMI Graduate School of Management, IFA Paris, Istituto Marangoni, IED Madrid, Università di Padova, SUPSI and USI.
Developed with senior managers from Meta and TikTok, with direct access to platform expertise and content creators.
End-to-end: consumer research → brand audit → strategy development → content creation → presentation to GUESS marketing leadership.
Mapped Gen Z values, digital behaviours and fashion consumption habits through a structured survey, feeding insights directly into strategic development.
Reviewed GUESS's digital touchpoints — website, Instagram, TikTok — evaluating content quality, audience alignment, and competitive positioning.
Conducted mystery shopping at a GUESS retail location to assess the gap between online brand promise and in-store reality.
Synthesised all findings into a SWOT analysis, identifying where GUESS had equity with Gen Z and where disconnect existed.
Developed a full Festival Season campaign strategy for Instagram and TikTok — content pillars, tone of voice, format recommendations, and platform-native tactics.
Created and produced short-form video content for Instagram Reels and TikTok during a hands-on studio day at GUESS headquarters.
Mapped Gen Z values, digital behaviours, and fashion consumption habits through a structured survey — feeding insights directly into strategic development.
Reviewed GUESS's digital touchpoints — website, Instagram, TikTok — evaluating content quality, audience alignment, and competitive positioning.
Conducted mystery shopping at a GUESS retail location to assess the gap between online brand promise and in-store reality.
Synthesised all findings into a SWOT analysis, identifying where GUESS had equity with Gen Z and where disconnect existed.
Developed a full Festival Season campaign strategy for Instagram and TikTok — content pillars, tone of voice, format recommendations, and platform-native tactics.
Created and produced short-form video content for Instagram Reels and TikTok during a hands-on studio day at GUESS headquarters.
From Strategy to Execution
From Strategy to Execution
Build a genuine connection with Gen Z by showcasing real moments — not polished campaigns. Spontaneous, youthful and authentic. Minimal filters, maximum relatability.
Instagram & TikTok — mixing static carousels with dynamic video: Reels, Stories, TikTok videos and interviews.
Build a genuine connection with Gen Z by showcasing real moments — not polished campaigns. Spontaneous, youthful and authentic. Minimal filters, maximum relatability.
Instagram & TikTok — mixing static carousels with dynamic video: Reels, Stories, TikTok videos and interviews.
Behind-the-scenes glimpses into the world of GUESS — making the brand feel like an insider experience rather than a campaign.
Unscripted moments that bring the audience closer and make the brand feel genuinely Gen Z — not aspirational, but relatable.
Presenting GUESS as an unfiltered brand — relatable, not aspirational — so audiences can see themselves in it.
Behind-the-scenes glimpses into the world of GUESS — making the brand feel like an insider experience rather than a campaign.
Unscripted moments that bring the audience closer and make the brand feel genuinely Gen Z — not aspirational, but relatable.
Presenting GUESS as an unfiltered brand — relatable, not aspirational — so audiences can see themselves in it.