Our goal was to educate new and existing consumers to discover and appreciate the unique complexity of Fernet-Branca. Part of that was highlighting its Italian excellence, the brand's rich history, and the product's versatility.
Our targets were creative, stylish, curious, and sociable 25-45 year old males living in hip, urban neighborhoods. Many of our loyal fans were bartenders and mixologists so we made sure to create content that would resonate with that audience.
We dedicated content to educating fans on the 40 herbs, spices & roots that make up Fernet-Branca. The Fernet-Branca coin is part of the brands history and is a secret among bartenders and loyal fans. Facebook posts around the coin garnered intrigue and engagement from our followers.
Our best performing pieces of content included
beautiful shots of food, whether that be recipe related or providing utility. We injected ourselves into trending topics on Twitter, including the release of the iPhone 6 and 6 Plus.