TAGS: Loyalty / Word-of-Mouth / Brand Activation
Più giorni is the new fresh milk of Granarolo which remains fresh for multiple days.
To create a rumour around the brand, stimulate word of mouth communication and increase trial, Più giorni offers people the possibility to order their own Icecards (branded contact cards), which they can give out to their friends. In this manner the brand is activated in the minds of consumers.
CAMPAIGN FACTS
The people who visit the Granarolo campaign site get to see the Granarolo commercial. Afterwards they can order personal branded contact cards in the colour they like. These cards are spread to friends who consequently also visit the Granarolo website. Through this viral marketing, both offline and online, the brand Più giorni is activated under the target group and awareness is created.
OBJECTIVES AND TARGET GROUP
• Reach young people in the age of 25-35 who are not likely to buy fresh milk everyday
• Create buzz around Granarolo Più giorni
• Activate the brand Granarolo Più giorni
• Give brand ambassadors a tool to stimulate word of mouth
• Generate a database, collect email addresses
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