WORK – CASE STUDY
BEAUTY MADE IN ITALY
Raising US Awareness for European Makers
The Situation
Italian beauty manufacturers and brands needed US awareness
The US is the third largest importer of Italian cosmetics, and a major target for market development. To encourage US sourcing from Italy, the Italian Trade Commission (the trade promotion arm of the Italian government) and Cosmetica Italia (Italy’s national trade association for cosmetics firms) launched a campaign called Beauty Made in Italy.
The Insight
With simultaneous campaigns aimed at both trade and consumers, we needed a flexible media approach that would deliver cohesive, consistent messaging.
Tempo was hired to create a multi-channel media and advertising strategy that would coordinate several different campaigns into a cohesive message. The campaign required us to plan, negotiate and manage print, two social media campaigns and programmatic banners.
The Solution
Position the Beauty Made in Italy site as the meet point for trade and consumer, driving response through trade print and consumer digital.
Through trade print we reached approx. 60,000 B2B executives, and included added value placements, emails, and events. We managed a Facebook campaign highlighting an Influencers trip to Italy, and a second campaign highlighting key Italian beauty brands. A programmatic banner campaign reached the trade and consumers with category-specific quality messages about Beauty Made in Italy. The digital campaigns linked over 12 million beauty consumers to the Made in Italy site.
