Smeg has chosen O-One for the launch of the new juice extractor from the Smeg 50s Style line and to promote a healthier lifestyle. Objective: get online users involved in health and wellbeing issues, highlighting the features of the new product.
Develop a storytelling able to tap into online enthusiasts regarding health, wellbeing, food and fitness, generating leads and creating an online buzz around a new product launch.
We have defined the communication concept, the different creativities and the social media editorial plan, besides the defining the strategic plan of social media advertising on the Facebook and Instagram channels. Alongside the social media activities we have set up a digital PR initiative that has seen the involvement of six digital influencers specialised in the food, lifestyle and fitness area.
The activity has allowed for the creation of a database of completely new contacts for the brand. This has paved the way for all the subsequent commercial communication activities for the Juice Extractor and Blender products.
The creativity conceived for the “Condividi il tuo #MomentoBenessere” (Share your #WellbeingMoment) contest has been structured for the different social media platforms through the creation of dedicated visual contents and animated GIF images.
The Social Advertising strategy also involves extensive use of the Instagram channel, with the use of “calls to action” to generate traffic at the brand’s site.
To make contact with a new public (health, wellbeing, fitness), 6 online influencers have been invited to test the product, come up with recipes and share photos on the different social media platforms, in this way getting followers involved in the brand contest.
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