The “Campania Shopping Centre" is one of the most popular realities of the shopping and leisure sector in Campania and Italy. The client requested the development of a digital marketing strategy for the "Wellness Week 2016", an event with the participation of celebrities and famous athletes of the Italian scenario.
We have developed a central concept around which we declined the online communication strategy: “I love myself”. The concept has been used as a slogan of the event and hashtag in order to support the contents made by users and professionals involved each time. The strategy was divided into 3 phases:
The strategy was divided into 3 phases:
- Pre event: with promotion and marketing campaigns on social activated to acquire subscribers;
- During the event: through the live streaming of the days and the video interviews of the people involved;
- Post event: thanks to content generated by participants and various celebrities.
The event and the strategy ended with a video that included all the moments where participants, celebrities and staff yelled their invitation to love themselves. In only one month and a half we involved online more than 1 million people, more than 7,000 fans acquired during the activity and tens of thousands of participants to the physical event.