Franco Leone

01 · The challenge

Franco Leone’s shoes are genuinely well made: full-grain leather, a lightweight direct-injection sole, a design that works from office to evening. Lucknow and Delhi NCR buy for different reasons, and one national campaign would speak to neither.

02 · The insight

Demonstrate the product truth; never claim it. Three proof points, repeated until the market can recite them.

The product truth is tactile, so the strategy makes it visible: leather grain at macro distance, the sole flexing on camera, one pair carried through a whole day. Lucknow gets “The Lucknow Edit” (boardroom at ten, wedding by eight), voiced by local architects and lawyers rather than borrowed-glamour models. Delhi NCR gets “Boardroom to Bar”, plus shoes that survive the commute.

03 · The system I built

• 01Separate positioning and campaign angles for Lucknow (primary) and Delhi NCR (secondary)
• 02A 30-day content matrix on a 4·1·2 weekly rhythm, moving through Craft → Transition → Education → Local conversion
• 03A three-tier Meta architecture: ASMR macro-unboxing for reach, retargeting of 50% viewers into WhatsApp catalogues, a 5 km geo-fence around every retail partner
• 04A WhatsApp CRM funnel that ends in a VIP in-store close
• 05Three locked creative directives: 9:16 only, logo-free footage, verified English on-screen text

04 · What was delivered

• 6-page masterplan
• Geo campaign angles
• 30-day content matrix
• Full-funnel Meta architecture
• Creative directives