PANTOFOLA DAY

A multichannel and integrated brand activation

CONCEPT

Couch-potatoes of Italy, unite!

Emojis, grandparents, happiness, pets… In the long list of “official days” only one was missing, celebrating the accessory that embodies winter and coziness - slippers.
We bridged the gap by creating and developing, for client inblu, a multichannel campaign dedicated to Italian slipper lovers and couch-potatoes!

IDEA

Who’s never dreamt of going out in their slippers?

On the 10th November we celebrated the first Italian Pantofola Day (i.e. slipper day) supported by an integrated action involving several touch-points: TV, radio, social networks, digital ads, online promos and street marketing. The big finale was an in-store activation in Europe’s largest shopping mall: “Il Centro” of Arese, Milan.

THE ADDED VALUE

Omnichannel, engagement and results

Around the “slipper day” concept we designed and developed a multi-stage and multi-platform campaign. From awareness to engagement – passing through the creatives developed for tv, radio, digital and social media to create buzz around the initiative – we landed great conversion results, with thousands of people (in their slippers) attending the big Pantofola Day Celebration Event.

Results

2,860

people attending the in-store event

81.3%

new users on the website

5,451

new fans on Facebook

1,379,256

views on the Facebook page

939,453

impressions on social networks