Mediacom and Pixolut engaged prolific bloggers in Sydney and Melbourne to help launch DeLonghi’s Icona Vintage range.
Knowing the target audience for the ‘50s-themed range is active on social media, well-known bloggers were used to offer their readers an Icona Vintage makeover and the chance to meet their favourite blogger.
The campaign was promoted on the blogs and on the brand’s Facebook page, followed up by activations in Homemaker centres.
Instagram photos were taken and put in galleries on Facebook and on the DeLonghi website, then shared with participants.
Glacel Zabat, category manager for DeLonghi Australia, said: “We are committed to communicating to our consumers through a targeted approach. The experiential component of the campaign was a great way to engage directly with our consumers.”
Joe Cincotta, managing director of Pixolut, will be at B&T's MAD Week in July, presenting on 'Building Trust: How the language of design affects the behaviour on mobile' at the Inside Digital event on July 17. Visit the MAD Week website to find out more.
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