Marie Claire Russia & Giorgio Armani teamed up to create a meaningful 360° social project #SaySi, which continued the international initiative Si Women’s Circle.
It united famous strong and brave women who said “Yes” to a certain challenge in their life to succeed. Anastasia Stashkevich (the principal dancer of the Bolshoi theatre), Julia Vysotskaya (recognized Russian actress, TV presenter and an author of numerous cooking bestsellers) and the Olympic Champion Angelika Timanina shared their honest, inspirational stories with Marie Claire. The compelling stories appeared on marieclaire.ru together with the videos, that motivated young women to speak out for themselves and participate in an online contest Say “Si”. The winner of which had a chance to attend a stunning Armani gala dinner and meet their role models.
In addition, the project heroes and Marie Claire’s beauty-director Anastasia Kharitonova met for special events at TSUM Department Store in Moscow and at Golden Apple beauty retail shop in Ekaterinburg. All guests received Armani Si perfume samples and an issue of Marie Claire magazine as a gift.
The campaign reached more than 2 million unique visitors via Marie Claire editorial content and banner ads plus 1.2 million users via Marie newsletters, all of which highlighted Armani’s unique brand values.