Goals
An awareness strategy focused on Hong Kong, for the limited edition dedicated to the cartoon
Context
The principal asset is the cartoon, created by the Achille agency in Florence. Using a “cinema” format, the customer wished to tell a story and depict a very traditional brand in a different way (fresh, original, touching); it is also part of a shift to reposition the brand for a younger target.
Approach
The media strategy followed the classic stages of a funnel-based approach: awareness, conversion and consideration. We made social media and organic activity (the event not sponsored on Facebook) work in harmony, as part of an editorial plan that touched both fans and “organic invitees”, along with new audiences reached through sponsorship.
Customer data revealed that the character of Wanny Di Filippo, the “old Wanny” from the cartoon, is very well-known and well-loved in Hong Kong. As part of the comprehensive awareness strategy for the new collection, we therefore differentiated the content based on the frames that showed more of the adult Wanny, who was more recognizable to the audience that was to be invited to the event. This also had a positive effect on e-commerce sales.
