Il Bisonte
Digital as a way to bring people to the Hong Kong event
- Fashion
Goals
AN EXCLUSIVE EVENT
Il Bisonte, which has been a Webranking customer for several years, wanted to take advantage of the launch of its Il Bisonte cartoon to invite its customers to an exclusive event in Hong Kong.
An awareness strategy focused on Hong Kong, for the limited edition dedicated to the cartoon
Context
COMBINING SALES AND AWARENESS FOR A NEW TARGET
The project is part of a comprehensive awareness strategy for the new Il Bisonte collection, a limited edition devoted to the cartoon and sold chiefly in the US and China country areas, with a focus on Hong Kong, a market that is of particular interest to the customer.
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
One of the main challenges was the need to translate the content (which, albeit being contemporary, was a long-form 16:9 edit, for cinema or TV) into a more present-day format (short video, “snackable” content, 9:16 format, social media channels and stories).
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.
Results
AWARENESS THAT ALSO HAS A POSITIVE EFFECT ON E-COMMERCE SALES
The response to the campaign from a younger target, towards whom the brand was seeking to reposition itself, was also excellent.
