Moncler’s digital experience Mondogenius was multi-dimensional and saw “unprecedented community involvement” numbers. Its recent event had a global reach exceeding 2.3 billion people, and received more than 299,000,000 views across all platforms.
The event was viewed 74 million times on Weibo in China, setting a Moncler market record. Its 60 second Instagram recap video, which has received over 13.5 million views, is also the most popular content on Moncler’s channel.
Remo Ruffini (Chairman and CEO of Moncler) said in the announcement that Mondogenius was more than just a product. “We spoke to our community, and not just to our customers. We began to share and shape a common culture. We accepted contamination from music, art, and sports. …”
The show was hosted by Alicia Keys and broadcast through five cities – New York City, Tokyo, Seoul, Shanghai – to present a digital experience that took viewers through each city using a multimedia concept. Live broadcasts were hosted via a microsite and used multiple social media platforms including Instagram, TikTok, WeChat, Weibo, ad YouTube. The show was also hosted by Moncler Genius partner websites and e-tailers.
Eleven designers participated in the event with their Moncler Genius collections being presented to the audience. The event featured Palm Angels and Gentle Monster, Hyke, and JW Anderson, Sandro Manndrino for Moncler Grenoble, and Craig Green for Moncler.
Ruffini said, “A new chapter in Moncler has begun. It is wonderful to feel that we are moving beyond our comfort zones, breaking down traditional boundaries and still being open to learning and exploring. What happened (…) is a result of a talented team who make things happen, even if it requires a lot of effort.”