With the help of agency partner Havas Media, Mabina Spa offloaded products from a defunct brand to finance a media plan.
Objective
Havas Market had three main objectives with this effort:
Context
Mabina Spa is an Italian jewelry company based in Milan. Founded in 1999 by a family of jewelers with a three-generation legacy, it specializes in the design, production, and marketing of proprietary brands.
The company's brands include Kidult, Mabina Gioielli, 2Jewels, and WHYNOW Jewels.
Mabina Spa has established itself as a prominent player in the industry, offering a diverse range of jewelry options to cater to different consumer preferences.
In 2022, Mabina Spa made the strategic decision to discontinue the production and commercialization of its brand 2Jewels. Concurrently, the company needed to find the budget to promote another one of its brands with a proper media plan.
Target Audience
The target audience for this effort was women with a propensity to purchase jewelry in the next 12 months.
Havas Market worked with three personas that were translated into three different buying attitudes:
Creative and Media Strategy
Havas Market's creative and media strategy worked together to help Mabina Spa sell its jewelry stock and allocate the proceeds toward a corresponding media plan of equal value.
Havas Market tailored its communications to special occasions, such as Christmas and Valentine's Day, to reach the audience when they were in the right mindset.
Obviously, the budget for a media plan does not magically grow on trees; but what was not that evident was that Havas Market did not actually need money to solve its client's problem.
Bartering proved to be the smart choice, enabling Havas Market to assist Mabina Spa in de-stocking its 2Jewels inventory while simultaneously providing them with a media plan for its other brand.
Havas Market's plan unfolded in several phases, as it:
Havas Market selected Amazon, which offered full-service management, Privalia and Veepee for flash sales, and private e-commerce that was reserved only for its agency employees.
Havas Market's approach demonstrated innovation by addressing Mabina Spa's non-media problem of overstocking a declining brand and transforming it into a mutually beneficial opportunity involving both media and non-media solutions. Havas Market successfully solved the destocking problem while implementing a new media campaign for the client without utilizing their media budget, but instead by leveraging their own stock.
More specifically, Havas Market sold the entire stock at an average margin of 65 percent on the products.