CAMPARI: NEGRONI WEEK

FACEBOOK/INSTAGRAM

BRAND
CAMPARI

COUNTRIES
GERMANY

REGIONS
GERMANY

IMPLEMENTATION DATE
23/05/2018 – 10/06/2018
CAMPARI: NEGRONI WEEK CHALLENGE STRATEGY
FACEBOOK/INSTAGRAM Campari challenged the FAST Social team to Our Strategy for Negroni Week was split into
develop a digital campaign in 3-Phases: different aspects, mainly focusing on Brand
Awareness, Education, and Activation for their Awareness KPI’s and Engagement (Event
tentpole event, Negroni Week. Responses for Phase 3).

The goal of Phase 1 was to raise awareness for We chose different target audiences who had
the Negroni Week among our various target performed well for Campari in the past, as well
audiences. Phase 2 sought to provide target as integrated new audiences who might fit the
BRAND groups with the charity aspect of the Negroni Campari aesthetic.
Week and information about the cocktail.
CAMPARI Lastly, Phase 3 had the goal of driving
participation among the target groups.
COUNTRIES
GERMANY

REGIONS Phase 1: Phase 2: Phase 3:

GERMANY Awareness Education Activation

IMPLEMENTATION DATE
23/05/2018 – 10/06/2018

FB Feed 22“ FB/IG Feed 30“ FB Feed 4“

IG Story 15“ FB Feed

FB/IG Feed
CAMPARI: NEGRONI WEEK INSIGHT EXECUTION
FACEBOOK/INSTAGRAM The campaign ran for two and a half weeks We set 3 different targeting clusters: Cultural
across the different target groups and across Travelers, Entertainment & Celebrities and
different locations. Competitors. All users were male and female
25-45 years old.
We tested many different ad and creative For Phase 1 and 2, we targeted all of Germany.
formats such as short-form videos, long-form Phase 3 targeted specific cities (Munich,
videos, Instagram Stories, carousel ads, and Frankfurt, Cologne, Hamburg and Berlin) and,
event ads. later, specific Bars for Event Response ads.
BRAND
For Phase 1 we used Videos 15-22 seconds in
CAMPARI length across Facebook and Instagram in order
to boost awareness for Negroni week and the
COUNTRIES upcoming events.
For Phase 2, the client wanted to achieve both
GERMANY
awareness and education for Negroni Week
and its charitable cause, using long form video.
REGIONS Phase 3 was engagement-based, where we
GERMANY targeted different cities and bars, driving
responses for the different events.

IMPLEMENTATION DATE
23/05/2018 – 10/06/2018
Cultural Travelers Competition/Cocktail Culture Entertainment & Celebrities
CAMPARI: NEGRONI WEEK RESULTS 50 WORD SUMMARY
FACEBOOK/INSTAGRAM Due to delay in approvals and creative delay, Facebook and Instagram are two of the most
we had to start the campaign a week late; powerful social networks in market, and
however, we still delivered results and achieved allowed us to scale the campaign and reach our
the goal of the client. target audiences.

We learned about which type of video and Our campaigns achieved results for our client
platform performed better for each campaign while bringing awareness and lifting Ad Recall
goal. Instagram Stories was extremely for Negroni Week and the Campari brand
successful in driving Ad Recall and Awareness, holistically.
BRAND
and the content was relevant for our targeting.
CAMPARI
For the longer form videos, Facebook was
COUNTRIES more cost efficient and effective, driving higher
GERMANY video completions and video view rates.
Combining both platforms allowed us to reach
more than 1,772,033 people during the
REGIONS campaign.
GERMANY
We were able to develop insights around our
audiences, and the types of creatives that
IMPLEMENTATION DATE encourage action and boost ad recall.
23/05/2018 – 10/06/2018