Sloggi
How to share the most “intimate” passion”
The story of Sloggi began over 35 years ago with the “cotton revolution”, a unique processing of extra combed cotton wrapped in stretch yarn Lycra ®: an invention that has led the company to become one of the market leaders and the top seller of briefs in Europe.
With this story and know-how unquestionable the customer turned to us to improve their brand awareness, reaching a younger target audience, and to make a useful tool to profile the target audience for actions to direct marketing, research and market surveys.
Keywords
Goal
Improve brand awareness by reaching a younger target audience, and implement a useful tool to profile the target audience for direct marketing actions, research and market surveys.
Solution
As a first step, we identified a ambassadors in target, capable of creating engagement with a young audience and generate buzz: the famous singer Emma Marrone has thus become the star of the social contest for which we made a mini-site dedicated.
To participate in the drawing for concert tickets and In-Store discounts, users were asked to answer a few questions about their favorite Emma: the sweepstakes has been an essential tool for the creation of profiled databases.
