2. Objectives
STRATEGICS OBJECTIVES
1. Create a new language and «communication mood» targeting young
people aged 18-35
2. A new storytelling and an enviroment fit for sponsor and product placement,
giving Interflora a chance to get in contact with his target with kind of native
communication channels such as blogger and forum ecc.
3. To promote product’s sponosor through an innovative way, involving people
from «the bottom» to create content to be used by Interflora during it’s
communication and storytelling funnel
TACTICAL OBJECTIVES
• Database building
• Delivering coupon and discount
• To collect original and native content, photo, video, article marketing
• To increment social media exposure and buzz marketing
3. - To fix experience
create article
marketing and
blogging
• with content
such as photo,
video
-Testimonial’s story
telling and travel
experience
• Social Product
Placement
-Create an
aspirational mood
and testimonial
selection
• Web marketing
campaign
Three stage deployment project , each with it’s own objective, tools and media planning .
Period: 22 Dec – 30 March.
TimeLine
Teaser Social mediaTrip
4. Teaser
Testimonial selection
- Create a Landing Page.
Content index: What – TuttiBaci contest rules –
Who we are.
- How’s work:
Competitor upload a picture of kiss with his/her
partner and tag it with aspirational phrase (max
10 pic/user). Content gather on «TuttiBaci»
minisite
- Casting:
Competitor share picture on social profile
(Facebook Google +) and make picture to be
casted. Total vote casted on photo are
displayed on candidate’s profile candidato.
Landing Page
www.vitadaturista.it/interflora
Sezione “TuttiBaci”
Pay off Call to action
Page Profilo
Giuliana Occelli
Data: sab 24 gennaio 2015
Total vote for Giuliana Occelli photo
5. Web marketing campaign
To create an aspirational mood and
incentivate users to partecipate.
- Target audience: general, interested on
travel, young 18-35 anni, Lifestyle.
- Tools:
Teaser
Tiscali Viaggi
Vanity Fair
PaesiOnLine
1. Display advertising
2. Direct Email Marketing
3. Article marketing and news
LaStampa.it Prima Online TravelNostop
6. I viaggi più importanti
iniziano quando meno te
lo aspetti e non c'è
bisogno di andare
lontano, sono alla
portata di un bacio.
#TuttiBaci
Fine Fase Teaser:
14 Feb San Valentine day «A winner couple
is», to be published on Landing Page.
Teaser
4. Social Media
• Tab Application on Partner’s Facebook page
• Sponsored Post
Based on voted casted and original
content published, has been select a
Alessandro Marras’s photo.
5. Offline Adv
Campaign on FotocopiaGratis (photocopy free) on main
italian campus (70,4 % Roma - 28,6 % Milano)
• Target audience: Student (mainly 20 – 25 aged)
7. Live blogging on social channels of Vita da Turista
(www.vitadaturista.it).
Colors have been the main topic of the storytelling.
Trip
Period: 26 March – 30 April
Day 2 – Colore Rosso Day 3 - Colore giallo Day 4 - Colore Bianco
#InterfloraExpTour #ViaggidiVitadaTurista
8. Sponsor’s Social Product Placement :
Trip
• Each day has it’s own flower:
Morning to give daily color and
mood
Dinner as an unespected surprise
for the partner.
On Easter period people sent
flower to their loved one using
online service Interflora Young.
• Danish Tourist Office Visit
Denmark had to communicate
some features over Copenaghen
as friendly and relaxing town, and
up to date on culture, design and
green way of life
• Technical sponsor RumJungle
provided testimonial with
produtcts (clothes collections and
so) wich appeared on content
published during the whole
project.
9. Posttrip
At the end of the travel testimonials gave their experience tour through a short blogging activity on Vita da Turista social
chennels and Tiscali Viaggi. This content could be useful as branded content by Sponsors.
10. Resultsandoutput
148.127
Total post coverage and exposure
Number of users viewed your post
5.276
Users engaged
Number of users liked a posts, commented shared
clicked
10.786 Click sui post
1.714 Like generated
Total subscribers with a real email
address
8.816
Total picture/photo 1.214
Total votes 14.951
Total landing page visits 201.933
Unique users on landing page 54.001
* Exposure on 5 days trip on.
The most
photo liked
@VitadaTurista
Most relevant Tweet:
14 photo
content
produced on
#InterfloraExpTour: 31 Tweets
#ViaggidiVitadaTurista: 30 Tweets
SELECTION STAGE
MEDIA EXPOSURE 4.196.700
SOCIAL MEDIA
COVERAGE
557.731
IMPRESSION ADV 3.144.477
DEM 1.523.000
• 61.168
FotocopiaGratis printed
• 30 Press articles
published
• Branding Sponsor on
Tiscali and blogger
available on request
TRIP STAGE *
(Exposure on Sponsor’s owned media Tiscali and blogger
available on request.)
11. Exposureon
Press release through web, press and social media:
69 results - ad value 306.210 €
Newsletter VDK Reach 85.876 CTR 2.948 OR 22,3
Landing on VDK.it Visits 1.102Time on site 4min01
8 Facebook Posts Reach 16749 Engagement 1606
10 Tweets Reach 3265 Engagement 91
