In a context where standing out is increasingly challenging and the swimwear category is highly saturated, Simorra challenged us to present its first swimwear collection through a distinctive approach. The objective was to introduce this new category without relying on conventional codes, building a narrative capable of standing out in a sector where almost everything has already been seen. Under this premise, the key was to translate the brand’s DNA, craftsmanship, femininity and a Mediterranean spirit, into a tangible experience that would bring its universe into a lived context, fostering an organic connection with its community.

Fabra Comunicación approached the activation as a real displacement of the brand’s universe into its natural environment, conceptualising and producing an experiential trip to Mallorca. The guest list brought together a carefully curated group of profiles such as Marta Pombo, María Fernández-Rubíes, María Martín de Pozuelo, Ale Capetillo and the Villarreal sisters, among others, forming a cohesive group aligned with Simorra’s codes. The experience unfolded across different settings, including Finca Serena, and moments designed to activate content through lived experience: a day at sea aboard a sailboat, intimate gatherings and a carefully curated staging that positioned the collection within its natural environment. The product was not presented, but integrated into the rhythm of the trip, becoming part of a shared narrative built in real time.

The activation resulted in significant impact across both social media and press, driven by the relevance of the participating profiles. The campaign reached over 9.5 million unique users, generating more than 300 stories, posts and reels, as well as presence on platforms such as YouTube. From a PR perspective, the activation achieved an Earned Media Value exceeding €2.3 million and an ROI of approximately €860K, reflecting its ability to generate both awareness and measurable return. An experience that consolidated Simorra’s positioning within an aspirational territory, strengthening its connection with the Mediterranean summer and with a community aligned with its values.