Creative technology agency, SapientNitro has launched Stile Italiano,a blog for Carlton & United Breweries (CUB) premium Italian beer brand, Peroni.
SapientNitro has transitioned Peroni from a traditional-marketing brand, focused on outdoor executions to drive reach, into a brand publisher driving its presence in digital via social media, digital displays and by launching its first Australian website.
The site’s aim is to become a resource and repository for The Best of Everything Italian, curated for Australians. Peroni was looking to complement its ATL campaigns with digital-led marketing.
SapientNitro’s relationship with Peroni has spanned a year and a half, starting with the agency first managing the brand’s Facebook account. Dan Wilkinson, social media lead at SapientNitro explained: “Over the course of 2014, we were able to hone in on what Peroni’s consumers were connecting with, and created a Peroni Nastro Azzurro brand book to tie in content with partnerships, influencers, and event amplification through social media. The amplification of partnerships like the Portsea Polo led to Peroni being the top performing social media brand at CUB in Q4 of 2014.”
The insight gathered from the social campaign proved consumers had an affinity and were truly connecting to the Peroni brand in the digital realm. From this, SapientNitro explored a holistic web solution for Peroni, leading to the launch of the blog, Stile Italiano.
The first stage of the site sees the agency curating premium, stylish, relevant content from across the internet and across Peroni’s partnerships (such as Jeep Portsea Polo) published on a daily basis.
Stile Italiano has been built to promote Peroni as a brand that brings style to beer, enhancing the brand name to consumers, and linking Peroni with a lifestyle that consumers can own – Italian style. This blog is primarily targeted at male premium beer drinkers who are fashionable, young, urban professionals, aged between 25 and 35 years old.
The second stage of growing the blog will commence in Peroni’s new financial year and will see the agency curating and creating authored content especially for the brand.
Craig Maclean, general manager global brands at CUB said: “Peroni is a relatively new brand for the Australian market. While it is big in Europe, it’s still growing in Australia. We’ve built a small, but strong and passionate following, which is continuing to see growth. We wanted to unlock the brand potential by building relevant online partnerships and content that our followers were keen to engage with. SapientNitro has done a great job of guiding a premium brand like Peroni into the digital realm by developing content consumers are interested in. The launch of the Peroni Stile Italiano site is just the beginning. Our intention is to build on this platform further across 2015, and have SapientNitro continue to develop Peroni into a true digital brand.”
Alexandra Harrison, senior account manager SapientNitro added: “The build of this site signalled a great step in the relationship Peroni has with us and a passion for the creative and strategic thinking Sapient can offer. Initially, we simply managed the brand’s Facebook page, but over the course of last year, we helped to define what the brand’s pillars really meant with a comprehensive brand book on the look and feel of creative assets and tone of voice. We filmed and photographed their major event of the year – The Jeep Portsea Polo; and now we’re excited to drive and shape their digital strategy and future for their new financial year.”
CUB – Peroni:
Craig Maclean, General Manager Global Brands
Aaron Tobin, Melbourne Business Lead
Michael Kennedy, Creative Director
Alexandra Harrison, Senior Account Manager
Siobhan Condon, Delivery Lead
Shayna Burns, Content Strategist
Dan Wilkinson, Social Media Lead
Oliver Wright, UX & Designer
Jess Utting, Art Director
Pramod Nair, Manager Interactive Development