xister is a creative agency based in Rome, Milan, and Turin with 80 employees. It has worked with brands like Luxottica, Fiat, Universal Pictures, and Unilever since 2002. The document provides summaries of 9 projects xister has worked on, including helping bring back the Winner Taco ice cream for Unilever through a social media campaign, developing a branded video series for Pasta Garofalo, and creating a rewards program for Vogue Eyewear users.

1. ROME, 2014
lunedì 10 marzo 14

2. 1 . Manifesto 2 . People 3 . Brands 4 . Numbers 5 . Projects
INDEX
lunedì 10 marzo 14

3.
1.
MANIFESTO
lunedì 10 marzo 14

4. 80 people in Rome, Milan and Turin,
over 40 accounts in the last 2 years.
And a network of side projects and
fellow players, helping us to push
the boundaries of our work always a
little bit further.
xister is a creative agency
Since 2002 we have been delivering
high-quality communication services,
where cultural and behavioural
elements give life to stories around
brands.
No matter what media. Across media.
Using technology as a commodity and
a frame of inspiration.
MANIFESTO
lunedì 10 marzo 14

5. 2.
PEOPLE
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6. They are our treasure, our real
asset. They are the bond that ties
our business partners to us.
When you choose xister, you choose
a communal vision, an organism that
keeps growing through the years in
such a unique way.
there is no culture without people.
xister is made up of 80 people,
different backgrounds and skills,
various tastes and interests.
All of them share the same space,
community life, joys and critical
moments.
PEOPLE
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7. 3.
NUMBERS
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8. 5 managers, 30 accounts
20 creatives, 10 planners
15 engineers
3 citiesRome, Milan and Turin
More than
5 millioneuro turnover
80 people
More than 40
accountshandled
NUMBERS
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9. 4.
BRANDS
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10. BRANDS
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11. BRANDS
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12. Luxottica Group
Fiat Group Automobile
Universal Pictures Italy
Unilever Italy
Birra Peroni
26%
17%
10%
10%
6%
2002
2002
2002
2011
2008
ACCOUNT TURNOVER SINCE
top accounts 2013
BRANDS
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13. 5.
PROJECTS
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14. who we are
We are gurus of digital media
that produce pervasive effects
regardless of the content of
information delivered.
We act as consultants to our
customers to shift traditional
marketing ideas into the
digital arena.
PROJECTS
You know us better than we do.
We have been dissected and
analyzed in depth during the
roster process.
Our key feature is a deep
understanding of digital media
trends, because we live and
breathe digital culture and
behavior, and this allows us to
get there sooner and have
competitive edge over others.
lunedì 10 marzo 14

15. what we do
We will cover all ambition levels:
PROJECTS
Gold, where we start from
strategy
Bronze, where we just localize
international content
Silver, where we implement a
solution.
We will be showing you several
projects designed and executed for
large multinational accounts.
Rather than focusing on content we
will be underlining the scope and
variety of THE digital media
involved: from blogs, contests,
gamification to entertainment and
viral content.
lunedì 10 marzo 14

16. 5.1 WINNER TACO
PROJECTS client: BRAND:
YEAR: AMBITION LEVEL:
unilever algida
2014 gold
lunedì 10 marzo 14

17. viral
Every time content was published,
fans added sarcastic comments and
objections combined with the
request to bring Winner Taco back
onto the market AFTER 15 YEARS OF
ABSENCE, while all the social
activities of the brand were
systematically snubbed.
In 2011 the ITALIAN Facebook page
for “Give us back Winner Taco”
was created.
The page registers the complaints
and protests of Taco fans, publishing
them with slogans, jokes and
parodies and funny photomontages.
The fans of "Give us back Winner
Taco” continued to grow and slowly
they "invaded" the official Algida
Brand Page.
WINNER TACOPROJECTS
lunedì 10 marzo 14

18. the story
WINNER TACOPROJECTS
We listenED to Winner Taco FANS for
24 months, observing and GETTING TO
KNOW them and we realized it was a
large community and active enough to
take strong decisions.
We gave Unilever enough data and
MOTIVATION to make the right choice
and worked on a Crisis Management
Workflow to be ready for the
Reaction.
lunedì 10 marzo 14

19. first 2 days
To prepare everybody for the return of the “Big Polar Bear”,
we launched 2 teaser posts on january 15th.
WINNER TACOPROJECTS
lunedì 10 marzo 14

20. JAN 15TH
was still ambiguous
and generated
skepticism, then IT
TURNED VIRAL.
The FIRST one
WINNER TACOPROJECTS www.facebook.com/AlgidaItalia
lunedì 10 marzo 14

21. JAN 15TH
REVEALED more
evidences AND
REMOVED ANY
REMAINING DOUBTS.
The SECOND one
WINNER TACOPROJECTS www.facebook.com/AlgidaItalia
lunedì 10 marzo 14

22. Then came the bomb, on january 16th in morning,
the most popular post ever published by Algida’s
Facebook page WAS: “THE official announcement OF
THE RETURN OF THE Winner Taco's return”.
Then came the bomb,
WINNER TACO JAN 16THPROJECTS www.facebook.com/AlgidaItalia
lunedì 10 marzo 14

23. FACEBOOK-3rd dayWINNER TACOPROJECTS
REACH
First post:
Second post:
Third post: 643,328
Fourth post: 13,522
Fifth post: 32,896
1,348,672 TOTAL REACH
266,368
131,584
643,328
13,522
32,896
www.facebook.com/AlgidaItalia
lunedì 10 marzo 14

24. TWITTER (3rd day)WINNER TACOPROJECTS
HASHTAG
Winner Taco: 4,915,790
(3,953) tweets
#WinnerTaco: 6,432,530
(3,995) tweets
11,348,320 TOTAL REACH
Trending Topic 2# (Italy)
6,432,530
4,915,790
twitter.com/search?q=winnertaco&src=typd
lunedì 10 marzo 14

25. GUARDA VIDEO
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26. WINNER TACOPROJECTS
contributors
Profile Twitter RADIO
@radiodeejay
@wireditalia
@vodafoneIT
lunedì 10 marzo 14

27. WINNER TACOPROJECTS
media
“Algida relaunches
the Winner Taco: all
thanks to Facebook”
“The return of the Winner
Taco: a victory of the
trolls (the good ones)”
“A social media
victory: the ‘90’s ice
cream is back”
lunedì 10 marzo 14

28. 5.2 PERONI
PROJECTS client: BRAND:
YEAR: AMBITION LEVEL:
peroni cuore peroni
2013 gold
lunedì 10 marzo 14

29. GUARDA VIDEO
lunedì 10 marzo 14

30. 5.3 UNFORKETABLE
PROJECTS client: BRAND:
YEAR: AMBITION LEVEL:
pasta garofalo unforketable
2013 silver
lunedì 10 marzo 14

31. streaming
UNFORKETABLEPROJECTS
Unforketable is a video encYclopedIA
of recipes developed by Niko Romito
and Pasta Garofalo that shows how
to make dishes that are part of the
Italian heritage at home.
Unforketable puts tradition on the
table and updates it to teach
everyone the best Italian cuisine in
the easiest way.
Whatever THE dish, THE RECIPES SHOW
the basic rules to follow.
the ingredients ARE VALUED making
them the lead players TO bring out
the flavoUr AND pinpoint the taste.
IT IS A new way of being in the
kitchen AND It’s simple.
lunedì 10 marzo 14

32. GUARDA VIDEO
lunedì 10 marzo 14

33. UNFORKETABLEPROJECTS
Pageviews Visits 16,377
Unique Visitors 10,549
Registrations 1,285
Orders 102
Gifts 17
Android App 332 download
16,377
KPI (1st month))
10,549
1,285
102
17
332
unforketable.it
lunedì 10 marzo 14

34. 5.4 LICK CHALLENGE
PROJECTS client: BRAND:
YEAR: AMBITION LEVEL:
unilever algida
2013 bronze
lunedì 10 marzo 14

35. LICK CHALLENGEPROJECTS
streaming
Lick Challenge is also available for
mobile on the App Store and Google
Play . The online game was supported by
a display campaign from April to June.
The official Cornetto Algida social
channels supported the launch
activities with a dedicated look and
feel and an editorial plan to push fans
to participate.
The first online licking competition,
created by Algida to promote the most
famous cone in the world and to give
fans a chance to interact WITH each other.
Cornetto offers its fans the chance to
challenge Nick Afanasiev, the most
talented toNgue of the universe.
All that is needed is a computer or
smartphone webcam. Users need to start
licking the Cornetto CONE as quickly AS
POSSIBLE AND CAN also challenge THEIR
Facebook friends.
lunedì 10 marzo 14

36. LICK CHALLENGEPROJECTS BANNER
lunedì 10 marzo 14

37. 5.5 LE MAMME DEL SORRISO
PROJECTS client: BRAND:
YEAR: AMBITION LEVEL:
colgate palmolive colgate
2013 gold
(THE SMILE MUMS)
lunedì 10 marzo 14

38. PLAY, tips on school holiday
ACTIVITIES and food to grow together
in a fun way.
This activity was set up within the
context of the Colgate kids contest
called 'dazzling smile, bright
future'.
LE MAMME DEL SORRISOPROJECTS
blog
A blog dedicated to mothers and their
children. A space where they can find
tips and information on how to grow
together as well as games for the
little ones.
Each week a team of mom bloggers
post articles on how THEY spenD time
with their kids, the games THEY
lunedì 10 marzo 14

39. LE MAMME DEL SORRISOPROJECTS
403,373 Pageviews
108,338 Visits
91,555 Unique Visitors
14 Blogger Engaged
54 Blogger Articles
15 Educationals
KPI (6 MONTHS)
403,373
108,338
91,555
14
54
15
blog.lemammedelsorriso.it/
lunedì 10 marzo 14

40. LE MAMME DEL SORRISOPROJECTS KPI (6 MONTHS)
403,373 Pageviews
108,338 Visits
91,555 Unique Visitors
14 Blogger Engaged
54 Blogger Articles
15 Educationals
403,373
108,338
91,555
14
54
15
blog.lemammedelsorriso.it/
lunedì 10 marzo 14

41. 5.6 STYLE MILES
PROJECTS client: BRAND:
YEAR: AMBITION LEVEL:
luxottica group vogue eyewear
2012 silver
lunedì 10 marzo 14

42. gamification
STYLE MILESPROJECTS
Vogue Eyewear is a semi-durable
CONSUMER BRAND with a need to
consolidate its identity.
We have implemented A reward
PROGRAM platform for Luxottica USING
THE market-leading product, Gigya.
After success confirmed that it was
the right strategic choice, it was
replaced it with a solution developed
by xister that will soon be
extended to the Ray-Ban brand.
xister has been collaborating with
Luxottica at a strategic level since
2002 and provides the International
Marketing Department with an in
plant support team.
lunedì 10 marzo 14

43. the story
visiting vogue-eyewear.com,
following on facebook and twitter,
liking contents. An engaging way to
increase visits, follows, likes and
other online activities connected to
the brand.
STYLE MILESPROJECTS
The rewarding platform, engagES
Vogue fans through online social
actions and interactions.
A virtual passport, many style miles
to collect. Once users join Vogue
Eyewear Style Miles, they immediately
start to get miles on their passports.
Miles can be earned by logging in,
lunedì 10 marzo 14

44. STYLE MILESPROJECTS BADGE
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45. STYLE MILESPROJECTS
3.800.000 Visits
34 Countries
389.000 Facebook Fans
38.500 Registered Users
25.500 Profiled Users
14.000 Badges
3.800.000
34
389.000
38.500
25.500
14.000
KPI (12th MONTH) www.vogue-eyewear.com
lunedì 10 marzo 14

46. 5.7 AVEENO
PROJECTS client: BRAND:
YEAR: AMBITION LEVEL:
johnson&johnson aveeno
2013 gold
lunedì 10 marzo 14

47. the story
Johnson&Johnson HAS launcheD two
of ITS brands on Facebook with the
official brand profiles: Aveeno AND
Aveeno Baby.
Xister is developing the presence of
the two brands in the social scene
with an engaging DEDICATED posting
plan, social contests and digital
couponing and is involved in technical
creation AND moderation.
In order to increase the fan base
and the engagement rate, xister will
organize and manage online contests
on the fan pages and couponing
activities to bring people and brand
closer together.
AVEENOPROJECTS
lunedì 10 marzo 14

48. AVEENOPROJECTS POST (AVEENO) www.facebook.com/AveenoIT
lunedì 10 marzo 14

49. AVEENOPROJECTS POST (AVEENO) www.facebook.com/AveenoIT
lunedì 10 marzo 14

50. AVEENOPROJECTS POST (AVEENO BABY) www.facebook.com/AveenoBabyIT
lunedì 10 marzo 14

51. AVEENOPROJECTS POST (AVEENO BABY) www.facebook.com/AveenoBabyIT
lunedì 10 marzo 14

52. AVEENOPROJECTS KPI (1st MONTH)
Aveeno
15,965 Fans (
( up-today)
8,5% Post Engagement
1,099,848 Reach
16,471 Talking about
15,965
8,5%
16,471
42,548
www.facebook.com/AveenoIT
lunedì 10 marzo 14

53. AVEENOPROJECTS KPI (1st MONTH)
Aveeno BABY
13,536 Fans (
(42,548 up-today)
17,10% Post Engagement
1,099,848 Reach
14,224 Talking about
13,536
17,10%
14,224
34,129
www.facebook.com/AveenoBabyIT
lunedì 10 marzo 14

54. 5.8 The Moleskine Orchestra
PROJECTS client: BRAND:
YEAR: AMBITION LEVEL:
moleskine moleskine
2012 gold
lunedì 10 marzo 14

55. GUARDA VIDEO
lunedì 10 marzo 14

56. 5.9 LIVE WITH CHIVALRY
PROJECTS client: BRAND:
YEAR: AMBITION LEVEL:
pernod-ricard chivas
2013 silver
lunedì 10 marzo 14

57. GUARDA VIDEO
lunedì 10 marzo 14

58. thank you
lunedì 10 marzo 14