Social media marketing per Ardbeg - IAKI
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Case History

Social media marketing per Ardbeg

Case History precedente
Case History successiva
Case History

Social media marketing per Ardbeg

Case History precedente
Case History successiva
Settore
bevande
Area
Eventi, Social
In Sintesi
Creazione di una community italiana per accrescere l'appeal del brand anche in un pubblico più giovane e meno esperto

Dopo aver lanciato nel 2009 l’edizione limitata Corryvreckan, IAKI a costruito una strategia vincente di social media marketing creando Ardbeg Clann Italy su Facebook: la pagina italiana della marca, che in poco tempo è diventata un punto di riferimento per tutti gli appassionati del whisky di Islay.

Indietro
Avanti

Lui, l’enfant terrible dei whisky

Ardbeg è un whisky con una personalità estremamente complessa. In tutto il mondo è conosciuto come l’enfant terrible dei whisky, ma in Italia si aggiunge a questa connotazione un legame con il lusso e con l’elitarismo di un prodotto per pochi. Con lo svilupparsi del nostro rapporto con l’azienda siamo riusciti a trovare una sintesi che ha permesso di riconciliare queste due anime nella strategia di social media marketing: Ardbeg è il nobile ribelle, un posizionamento che valorizza entrambe le promesse del prodotto.

social media marketing ardbeg

Una social media strategy capace di costruire una vera community

Uno dei rischi del progetto Ardbeg era quello di rimanere una pallida imitazione dell’Ardbeg Committee, il comitato che unisce tutti gli appassionati del prodotto e che ha un seguito incredibile in tutto il mondo. Dopo due anni, guardando la pagina Facebook e la partecipazione alle degustazioni nei locali, la nostra strategia di social media marketing ha superato la prova: la community italiana è forte e ha una sua identità, è riuscita a diventare non un semplice tramite, ma dei veri interpreti della filosofia di Ardbeg in Italia.

Un concorso: Ardbeg @Home

Avvicinare un prodotto complesso a un pubblico più grande di quello dei semplici appassionati tramite un concorso Ardbeg @Home, che ha premiato quattro fan con un Ardbeg party a domicilio, trasformando la casa del vincitore in una vera e propria Ardbeg Embassy. Il meccanismo così concepito all’interno della social media strategy è diventato spontaneamente virale e ha contribuito in modo significativo all’incremento della brand awareness.

social media marketing ardbeg

03 Gennaio 2012

Canali del progetto

Tag
ArdbegFacebook marketingsocial advertisingsocial media marketingtour territorialiword-of-mouth

Case History Correlate

54_ardeg

Facebook Marketing per Ardbeg

Un'operazione di Facebook marketing in occasione del Natale

Case History correlate
79_ardbeg corryvreckan

Lancio Omnichannel per Ardbeg Corryvreckan

Una strategia di lancio integrata attraverso Facebook, attività di guerrilla e DEM

Case History correlate
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