Lanificio Cerruti 1881 case study
OBJECTIVE
Running an innovative and creative campaign
New followers' acquisition
Qualification of existing followers and segmentation
Brand awareness increase
BACKGROUND
Lanificio F.lli Cerruti is a family-run operation and internationally renowned for exceptional cloth. It’s based in Biella – the home of traditional Italian textile manufacturing – and combines innovation in technology with the finest raw materials to produce its prized yarns.
SOLUTION
We created exclusive posts to celebrate the 140th anniversary of the brand
We built a brand-oriented Q&A game to engage with followers.
We used a gift as a trigger to stimulate readers to participate and leave their information.
RESULTS
Within 1 month campaign time, the number of followers has grown significantly, and participants were tagged according to pre-defined segmentation strategy to support customer's commercial team
4 % of total follower base segmented & qualified by strategic tagging.
3 X more followers during the campaign compared to monthly average