MAY 2012 – 2014
UniCredit Italia & Champions
The ask
Create awareness on the Italian social media presence of one of the largest European banking groups, through its commercial offer and the partnership with UEFA.
The challenges
Sense of mistrust and weak perception from the audience (the whole sector and UniCredit in particular). Strict UEFA limitations on content rights. Limited budget for paid activities. Low engagement.
The approach
Nourish the enthusiasm of the primary audience for all things football through a lively conversation with the brand (personified by using the real name of the SMM), through:
- ironic posts leveraging the ups and downs of everyone’s daily life (brand as a problem-solver and enabler);
- nostalgia and football history (Brand Ambassadors, quizzes)
- shared events and experiences (UEFA Champions League final, Trophy Tour, offline activations)
The results
- +20% Engagement Rate between May 2012 and May 2014.
- 1 Mln Organic Impressions generated via the Trophy Tour 2012 live social coverage activities.
Caveat: the Facebook pages have since been deactivated.
2015 – 2016
Sky Cinema Oscars
The ask
Generate awareness and conversation around the 2014 and 2015 Oscar nights on Sky Italia, bridging the gap between social media and live broadcast.
The challenges
Organic reach limited by algorithmic changes. Rights management and strict brand guidelines. On the second year, the danger of lower viewership without Italian nominees.
The approach
Multi-pronged activity focused on:
- ongoing organic content strategy on social channels, focused on the A-list contenders, the highlights from the ceremony, and, in 2014, the Italian nominees (Paolo Sorrentino).
- active involvement of the hosts of the Italian section of the live broadcasting.
- social-exclusive video content (behind the scenes, snippets and fun content from the broadcaster’s editorial team).
- polls and live sentiment pulse-check on the audience predictions about the nominees in the lead-up to the event and during the show.
- best UGC tweets mentioned on air by the hosts during the show.
Results
- 128k tweets during the night of the show (+32% YoY)
- 8k interactions
2016
Jack Daniel’s Italia
The ask
Bolster the strong connection between Jack Daniel’s and the Italian audience, while expanding the brand’s reach and positioning using music and festivals as in-ways.
The challenge
Market over saturated with alcohol brands. Strict regulations and brand guidelines for both the brand and the artists involved.
The approach
Multi-pronged approach leveraging:
- Ongoing content plan, focused on brand heritage and product lore.
- Focus on the bartender and mixology worlds.
- TV Shows and Live activities (Jack on Tour, featuring some of the most famous Italian pop rock artists)
- Live coverage of on-field brand activities (Barrel Hunt celebrating the 150 year anniversary of the brand.
- Launch of the Italian Instagram account.
Results
- + 50% fans and organic impressions in 12 months
- +10k followers in 9 months on the Instagram account.
Jack on Tour / Live content:
- https://www.instagram.com/p/BBDWAIGtp_3/
- https://www.facebook.com/media/set/?set=a.1200329283329755&type=3
- https://www.facebook.com/jackdanielsitalia/photos/pb.100064496447915.-2207520000./1196296857066331/?type=3
Jack 150 & Barrel Hunt:
- https://www.facebook.com/jackdanielsitalia/photos/a.141051119257582/1352652654764083/?__tn__=%2CO*F
- https://www.facebook.com/media/set/?set=a.1382372345125447&type=3
- https://www.facebook.com/jackdanielsitalia/photos/pb.100064496447915.-2207520000./1344463722249643/?type=3
Brand & Product
2016 – 2019
MasterChef Italia
The ask
Increase reach, conversations and engagement around the popular MasterChef Italia TV show, bolstering its cultural momentousness anD viewership.
The challenge
Growing perception the show wasn’t genuine and was piloted by the writers’ room. Controversies surrounding judges and contestants. Facebook and Twitter reach plummeting. Increasing importance of YouTube as a revenue source and Instagram as an engagement/reach engine. No paid media budget available.
The approach
During the broadcast of the show, using the ritual aspect of the joint first and second screen experience to delve into the “pop” aspect of the show.
During the week, keep the conversation alive and the brand in our audience’s mind’s eye through memes, specifically addressed to our main Millennial audience.
The results
- +30% followers across channels
- +10% reach and +73% interactions on Instagram
- 22.9 mln views on YouTube (with 30k EUR monetisation).
- +10% viewership.
Results (2019)
- 64 M impressions on IG (+54% YoY)
- 3 M total interactions on IG (+74% YoY)
- 12 M video views on Twitter (+170% YoY)
- The show was #1 Trending Topic during the whole season
- 3.2 M page views / 1 M unique users on the website
Other project highlights:
- https://www.instagram.com/p/BvtO6j8HNep/
- https://www.instagram.com/p/Bv2TaplHc3Y/
- https://www.instagram.com/p/BvhTxl4jtdD/
- https://www.instagram.com/p/B7VwkmUqe-e/
- https://www.instagram.com/p/BuuVCmgHQkP/
- https://www.instagram.com/p/BuKQKlkn1Sn/
- https://www.instagram.com/p/BriDuNKn5ht/
- https://www.instagram.com/p/BgWwQs_HpAG/
- https://www.instagram.com/p/BgV0ODLHnOF/
- https://www.instagram.com/p/BgEm5nDH2HN/
Paolo D'Alessandro 