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Sunday, 1 May 2011
Disaronno in global social media push
In its first significant investment in social media, Illva Saronno owned brand Disaronno is seeking to engage with 25 - 40 year old influencers by leveraging its sponsorships of and close affiliations with, global design and film communities. Disaronno appointed London based, full service digital marketing agency Candi to its global digital agency of record remit in December 2010 and has been working with them closely on all aspects of the strategy and the creative campaigns.
Under the campaign 'Open the Possibilities', Disaronno will be promoting a series of high profile events and inviting global audiences to participate and enjoy exclusive invitations to attend. The Facebook page will be launching with a campaign centred on Disaronno's sponsorship of the photography category of the International Talent Support (ITS) Awards, a world-renowned competition that seeks out and celebrates new creative talent. Disaronno's Facebook community will be able to view and to vote for the best photographic entry and win the chance to attend the grand finalists event in Italy in July 2011.
Disaronno will also be offering select influencers attendance at Contemporary Terrace events; exclusive Disaronno pop-up style bar events which bring together creatives from music, film and fashion, hosted at major cultural cities and in association with key events such as the Rome Film Festival. The brand promises more 'one off' opportunities including access to exclusive content and events that will only be accessible to its global Facebook community.
Global Marketing Manager, Paolo Dalla Mora at Illva Saronno comments: "Disaronno has always celebrated creativity and collaboration between talents. Now we're inviting global audiences to share this passion and get more closely involved."
The Facebook channel is the first in a series of global launches which will include a re-designed brand site and the development of more local market social media initiatives.
Deborah Keay, CEO, Candi comments: "It's exciting for us to be working with a brand of Disaronno's heritage and integrity; they have tapped into an important vein of opportunity in the context of global design and film talent and it's a rich and rewarding territory in which to offer consumers the chance to take part."