Amadori, a leading Italian food company, ran a summer campaign in 2012 that included online contests, beach parties, and cinema events. Participants logged in with Facebook, allowing Amadori to analyze rich social data and segment customers. This helped Amadori understand campaign effectiveness, create targeted communications, and improve brand reputation through social business intelligence.

1. AMADORI
USING A SOCIAL
LOGIN TO
CASE UNDERSTAND,
ANALYZE
STUDY AND ENGAGE
VISITORS
BILLION
1.2 EUR
EMPLOY
7K EES
CUSTOM
17K ERS
MARKET
30% SHARE
MILLION
45 EUR
Amadori is a leading company within Italy’s food
industry, was awarded with the Emilia Romagna
ict Innovation prize. This innovative company was
founded forty years ago in San Vittore di Cesena
and today it has more than 7,000 employees with
factories, branch offices and agencies all over Italy.
In June 2012 Amadori was recognized with the
Emilia-Romagna ICT Innovation award. The company
won the prize for “Management Systems, Business
Intelligence and CRM” with a project entitled
“Improving Brand Reputation on the Web with Social
Business Intelligence Software”.

2. THE CHALLENGE SOLUTION RESULTS
_Collect and analyze up-to-date, _Apply a social login to collect Amadori gained highly detailed
detailed social data from contest participants’ social data tied to and relevant social data about
participants. their Facebook account. their contest participants which
_Segment participants into _Use Cubeyou’s platform to they used to develop rich
different clusters according develop different clusters customer profiles. Amadori
to their social and behavioral based on social and behavioral leveraged these customer
information and interests. information and segment profiles to create targeted and
_Integrate results obtained participants into clusters engaging communications and
from various online and offline automatically. offers. Amadori was able to
campaign activities managed by _Centralize the information analyze and obtain an accurate
different agencies. obtained across diverse channels assessment of their overall
in one database on Cubeyou’s campaign ROI and understand
platform that that can be which channels were most
accessed by all agencies. impactful and effective. This
was made possible because the
information was automatically
collected via a social login
and centralized on Cubeyou’s
platform.

3. 9264
6929
1249
701
4
CONTEST
Using Cubeyou’s platform, Amadori was able to collect, analyze and make use of rich social data about its
participants and customers that was acquired during Amadori’s 2012 summer campaigns: “Evviva! Il Würstel”
and the “Grandi Classici” (“Great Classics”) for hamburgers and “Buona Domenica” (“Sunday Greetings”) for
meatloaf.
Amadori’s “Evviva! Il Würstel” campaign targeted a young audience and consisted of television advertizing,
an online competition, online videos with easy and fun recipes as well as a series of beach parties offering
participants hot dog based bar food.
The “Cinema Divino” (“Divine Cinema”) campaign, on the other hand, was focused on more mature audience.
The campaign consisted of a series of open air cinema nights organized in a number of prestigious wineries.
All campaigns directed users to participate in an online competition, which required a social login, where
participants could win hot dogs and cinema tickets as prizes.

4. GETTING TO KNOW THE CO-OPERATION BETWEEN
PARTICIPANTS AGENCIES
Amadori’s summer campaigns were composed of a number of Amadori engaged multiple agencies to direct
innovative online and offline initiatives: various elements of their summer campaign
activities such as setting up the Facebook page,
_specially designed web sites the organization of online competitions as well as
_customized Facebook pages the promotional activities during the beach party
_mobile applications and winery events.
_contest promoters during the beach party and winery events
The use of a social login enabled the automatic
The goal of these activities was to drive participants to take part in collection of data across different channels and
an online contest, which required a social login, where they could win mediums: computers, tablets and smartphones.
Amadori products and cinema tickets. The data was then centralized in a single
database on Cubeyou’s platform with different
Rather than completing tedious forms and having to remember yet information access levels for the various agencies
another username and password, a social login enabled participants to involved.
skip the entire registration phase and take part in the contest with only
a single click.
Using Cubeyou’s sophisticated and highly visual platform, Amadori was
then able to analyze and extract key information from their contest
participants’ Facebook profiles including name, email address, age,
birthday and location as well as information about interests, hobbies,
“likes” and online behaviors.

5. CALCULATING THE ROI USING THE DATA
A simple social login to take part in their summer contests and campaigns, not only COLLECTED
allowed participants to register with the click of a button, it also allowed Amadori to
collect sign ups across various channels and outdoor events: The information that Amadori
collected from the contest
_amadori.it participants combined with
_Special mini-websites their online browsing behaviour
_Facebook pages enabled the company to
_Special sections of the main website develop rich customer profiles
_via an independent downloadable mobile application using a 2D barcode and automatically segment
_through a tablet application which hostesses and promoters encouraged during the participants based on specific
_summer beach parties and winery events demographic and social
information. Amadori then used
Cubeyou’s platform made it easy for Amadori to analyze and asses the impact and their results to create targeted
effectiveness of each channel and promotional activity. For example, Amadori could and engaging communications
easily analyze the number of registrations achieved from each initiative as well as the as well as specialized offers. For
respective type and quality of customer profiles obtained. example, Amadori used the data
collected to:
In addition, the social login and Cubeyou’s platform made it possible to monitor how _send customized newsletters
many registrants later returned to Amadori’s website and captured a record of their _design initiatives based on
browsing activity. This detailed information enabled Amadori to calculate an accurate interests expressed by users
ROI for each of the specific activities that were undertaken during the summer of 2012. _send promotional items and
Furthermore, such data made it possible for Amadori to realize, plan and focus on trial products to users based on
marketing activities to attract profiles that yield higher value as customers. their customer profile.

7. WOMAN SINGLE
25-30 YEARS HIGH SCHOOL

8. www.cubeyou.com
+39 0236560333
Via Pietrasanta 12, 20141 Milano IT
info@cubeyou.com
www.facebook.com/Cubeyou
www.twitter.com/cubeyou