SMEG has chosen O-One to launch the SMEG 50s Style line into the social media world. The objective: to exploit the social media to emphasise the iconic status of the FAB28 fridge and small domestic appliances, creating around them a small community of fans of the brand.
To develop an exciting brand storytelling that expresses its iconic character, identifying the most appropriate social instruments for celebrating the unique nature of the 50s line of the historic Italian brand.
It has been defined as an editorial strategy able to highlight the values of “SMEG 50s Style” by focusing on the construction of a pro-active fan base. The operation involves: the opening and integration of social facilities, the creation of real editorial formats and continuous strategic consultancy regarding all social media activities.
The strategy applied has allowed for the construction of a social structure that acts as a communication support for all initiatives relating to the brand.
The SMEG 50s Style line is told through the creation of visuals that highlight the retro design, the colours and the character of SMEG domestic appliances, contributing to reinforce the idea of the product as a cult object.
The opening of the SMEG 50s Style Instagram is a strategic milestone for brand storytelling that, besides opening up communication towards an international audience, allows SMEG to express its values using a visual language that adapts perfectly to the narrative needs.
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