GRANA puts 8 ambassadors at heart of brand marketing

E-commerce fashion start-up GRANA's latest brand campaign wants to put a focus on pursuing quality, but it's nothing about their products.

Conceptualised in-house by the HQ team in Hong Kong, the brand campaign, titled "Pursue Quality", taps eight Hong Kong and New York ambassadors in videos to explain how they pursue quality in their lives and what quality means to them, eventually revealing how each ambassador's visions have led them to their success.

The entrepreneurs include restaurant owner of Little Bao, Second Draft and Happy Paradise - May Chow; entrepreneur, model mentor on Asia’s Next Top Model and mum-of-two - Cara G Mcilroy; Yoga teacher, blogger and model - Elva Ni and the brand’s CEO and founder - Luke Grana.

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The campaign is partnered with Hong Kong videographer Jason Tobin, and New York fashion cinematographer Chris Vongsawat.

It will run for two months across the brands owned channels, ambassador social media handles and with micro-influencers from around the world to maximise online reach and awareness. At the end of each video, the brand would encourage viewers to share their own stories with the hashtag, #PursueQuality.

GRANA's spokesperson told Marketing it's the first global campaign that GRANA's ever launched, and that the marketing campaign aims to associate the faces with the brand's "quality message, minimalist style, natural and playful personality".

Its CEO and founder, Luke Grana, added in the release that the campaign aims to remind everyone to make quality choices not just in the brands they choose to support but in everything they do, from their lifestyle, career paths to personal values.