Martini
Italy
Europe
2019
In the last few decades, Martini’s marketing has focused on lifestyle and fashion; even creating pop-culture phenomenons like the Martini Man. Analysing content trends in the region, we noticed how comedy had become one of the most consumed content categories. And this category was being consumed largely by 18-35-year-olds, the exact demographic we wanted to reach out to.
Martini launched its newest vermouth- Martini Fiero specifically aimed towards the younger millennial consumer. Moving away from the traditional fashion and lifestyle focused approach, we roped in Nirkiop, one of Italy’s biggest and most popular comedy collective to make a fast-paced comedy sketch. The signature content encapsulated Martini’s core values, highlighted the newly launched Martini Fiero and showed the easy preparation of the Martini cocktail!
We went all guns blazing on Youtube, Instagram and Facebook.
That's more than the total population of the city of Milan yo.
We got a lot of people talking!
Nirkiop's fast-paced video for Martini integrated a lot of local pop culture references, funny instances that are very specific to Italy and the general behaviourism of millennials.
We had the privilege of creating some stellar content for Martini, the legendary Italian vermouth brand in its home turf, Italy!
Being a brand that has been around for more than 150 years, Martini in Italy faces a very unique problem- the brand has lost its relevance among the 18-35-year-old consumers who see it as a grandfathered brand. The job at hand was to make Martini relevant again while retaining its rich heritage.
After brushing up our Italian and actually watching hours of content, we shortlisted and met some of the funniest comedy creators in Italy.
Enter Nirkiop- a group of 5 friends who have been creating some of the funniest content online for over a decade making them one of Italy’s biggest and most popular comedy collectives.
To bring about the key messaging of ‘True Friendship and Martini Time’, we created a video on the ‘Type Of Friends We All We Wished We Had” that centred around the most ideal friends to have in ridiculously funny situations. This fast-paced video integrated a lot of local pop culture references, funny instances that are very specific to Italy and the general behaviourism of millennials
The video featured the newest variant in the Martini lineup- Martini Fiero, the quick & easy preparation of the drink and the main consumption occasion. The main video was released on YouTube and Facebook with amplification and context building posts on Instagram.
For a piece of creator led branded content to work and be successful, it is imperative to collaborate with 1) The Right Creator, who has 2) The Right Audience, for 3) The Right Brand. With the exceptional reach and engagement of this video, with multiple brand mentions, positive brand sentiment and over 71% audience retention till the end of the video, we can confidently say we hit the nail on the mark on our very first campaign in Italy.
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