Post by account_disabled on Mar 14, 2024 9:09:45 GMT
The Cabbage Exchange: Esselunga's brilliant initiative goes viral on social media because it was able to clearly communicate the initiative and use persuasion It was truly a media and viral phenomenon that swept through Italy during the Milan fashion week : we are talking about the Esselunga initiative on Instagram , which rewarded 99 lucky people (who will become 100 shortly) with the limited edition bag of brand , with its particular appearance of vegetables. An initiative that follows that of LIDL some time ago (who remembers their shoes literally selling out?) and which represents the first digital drop initiative of the Italian brand.
But this success is not the result of luck or chance, but follows a clear Find Your Phone Number strategic line, aimed at accompanying the company towards digital transformation. This has in fact undertaken the path of a greater presence on the web, made up of citizen services and social media. However, it was necessary to speak with the same language as the social community. And here is the initiative explained. Before the “cabbage bag” The Esselunga strategy involved a series of steps prior to the launch of the promotion.
In fact, at the beginning of September the company presented its first collection of maxi bags in the shape of fruit and vegetables live in Milan and Turin (and subsequently on social media) , using the payout: DISCOVER THE VALUE OF SAVING The reference is clear: fruit and vegetables are basic necessities, which most of all have been affected by the crisis in Ukraine and the subsequent increase in prices. An association in the consumer's mind, which associates the bag with a fruit, implicitly communicating to the user the savings in his pockets by going to Esselunga. A successful choice communicated with the display of their creations in the square, with real works of art.
But this success is not the result of luck or chance, but follows a clear Find Your Phone Number strategic line, aimed at accompanying the company towards digital transformation. This has in fact undertaken the path of a greater presence on the web, made up of citizen services and social media. However, it was necessary to speak with the same language as the social community. And here is the initiative explained. Before the “cabbage bag” The Esselunga strategy involved a series of steps prior to the launch of the promotion.
In fact, at the beginning of September the company presented its first collection of maxi bags in the shape of fruit and vegetables live in Milan and Turin (and subsequently on social media) , using the payout: DISCOVER THE VALUE OF SAVING The reference is clear: fruit and vegetables are basic necessities, which most of all have been affected by the crisis in Ukraine and the subsequent increase in prices. An association in the consumer's mind, which associates the bag with a fruit, implicitly communicating to the user the savings in his pockets by going to Esselunga. A successful choice communicated with the display of their creations in the square, with real works of art.