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BIANCA BOSATRA

HIGHSNOBIETY: CITY SERIES

Campaign Launch

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ROLE: Senior Marketing Manager | Content & Activations

CLIENT: Highsnobiety

LAUNCH DATE: January 2024-September 2025

PROJECT OVERVIEW

The 'Not In' City Series represents Highsnobiety's most ambitious experiential platform, transforming major cultural events (Fashion Weeks, Design Weeks, Art Basel) into immersive brand activations celebrating each city's unique cultural identity. First launched with 'Not In Paris' in June 2020 during COVID-19 lockdowns as a digital solution to cancelled fashion weeks, the series evolved into a global platform spanning London, Milan, Paris, New York, Miami, and Munich across 2024-2025. Each activation combines three core pillars: Editorial content showcasing local culture, Commerce through exclusive product collaborations with city institutions, and Experiential programming building community through events, pop-ups, and cultural programming.

The City Series is fundamentally about community—connecting Highsnobiety's global audience of 'cultural pioneers' with local creators, institutions, and each other. Rather than imposing a template, each city activation is co-created with local partners, ensuring authenticity while maintaining Highsnobiety's curatorial voice. This approach positions Highsnobiety not as tourist but as cultural participant, embedded in each city's creative ecosystem.

TIMELINE 2024

THE COLLECTION

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CAMPAIGN STRATEGY & EXECUTION

THE STRATEGY

I developed a multi-phase campaign that positioned the car as the hero, not just a backdrop. The insight: RUF's heritage began as "Auto RUF," a service station in Bavaria.

We brought that origin story to life by building a fully branded co-branded gas station installation featuring a never-before-seen RUF vehicle as the centerpiece.

This installation served triple duty: campaign set, retail activation, and storytelling device that connected RUF's 85-year journey from service station to legendary automaker.

THE EXECUTION

  • Phase 1 — Build Anticipation: Teaser video content highlighting the gas station build and RUF vehicle

  • Phase 2 — Launch Campaign: Hero imagery and video showcasing the installation and collection

  • Phase 3 — Deepen Engagement: Lookbook released showing full collection in automotive context

  • Phase 4 — Drive Conversion: Product stills and watch-focused content, particularly for the limited Unimatic collaboration

THE DISTRIBUTION STRATEGY

  • 24-hour early access via Highsnobiety app to reward the loyal community

  • Exclusive Hodinkee feature for watch collectors to target press for high-value item

  • Berlin Flagship launch event with RUF family (IRL community engagement + PR moment)

  • Multi-channel editorial on Highsnobiety.com (owned media amplification)

  • Social media campaign across 5M+ Instagram audience (mass awareness)

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KEY RESULTS

COMMERCIAL SUCCESS

  • Sold out within 5 days of launch across all 20 pieces

  • 200 limited-edition Unimatic watches (100 per variant) sold out completely

  • Average order value: €250+ 

  • Collection price range €45-€950 exceeded sales targets by 40%

PRESS IMPACT

  • Secured exclusive Hodinkee feature (1M+ monthly readers in watch collector audience)

  • 15+ press placements across automotive, fashion, and watch publications

  • Coverage in tier-1 outlets: Hodinkee, DuPont Registry, Hypebeast, Sourcing Journal

  • Cross-category media penetration: automotive enthusiasts + streetwear collectors + watch aficionados

ENGAGEMENT & REACH

  • 5M+ Instagram reach across Highsnobiety channels

  • 8.2% average engagement rate on campaign content (above 5.4% platform benchmark)

  • Berlin launch event: 250+ attendees including RUF family, press, and VIP

  • 24-hour early access: 35% of total collection sales

STRATEGIC IMPACT

  • Demonstrated Highsnobiety's leadership in automotive-fashion crossover partnerships

  • Second successful RUF collaboration, strengthening long-term brand relationship

  • Multi-partner execution model (RUF + Unimatic + YETI) established template for future complex collaborations

  • Expanded Highsnobiety audience into automotive collector segment

CHALLENGES

& SOLUTIONS

AUTHENTICALLY TRANSLATING AUTOMOTIVE HERITAGE INTO LIFESTYLE 

Kept the car as the campaign protagonist, built branded gas station referencing RUF's origins, featured never-before-seen RUF vehicle

MANAGING COMPLEX MULTI-PARTNER COLLABORATION (RUF, UNIMATIC WATCHES, HIGHSNOBIETY)

Clear project management structure, defined deliverables for each partner, coordinated timelines across three brands

 CREATING BUZZ AROUND A SECOND COLLABORATION

Elevated execution with physical installation, secured exclusive Hodinkee coverage, organized high-profile launch event with RUF family

BALANCING AUTOMOTIVE AUTHENTICITY WITH LIFESTYLE APPEAL

Worked closely with Aloisa Ruf on creative direction, honored RUF's Yellow Bird legacy while making it accessible to fashion audience

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