Post by account_disabled on Mar 16, 2024 6:27:01 GMT 1
ImAStory is the new promotional communication campaign created by the communications agency McCann for the Intimissimi brand , which intended to promote the new bra collection for the 2015-16 season. The peculiarity of this campaign was the use of social media to select the candidates to become the new faces of the Italian lingerie brand. In fact, this time, instead of choosing already established and well-known models, we chose to organize a contest on Instagram, so as to choose authentic girls, as they say "next door". Thus was born this project, which for the first time used social media to carry out a casting, with the hashtag #ImAStory, which in a short time attracted over 13,000 entries from women from all over the world.
The phase following the online selection, which took place on the basis of Find Your Phone Number the photos of the applicants on the famous social network, was held in Milan, and was a live casting, during which 8 women were selected, from the most disparate professions: a designer , a dancer, a student, a personal trainer, an entrepreneur, a floral designer, an actress and a singer-songwriter. Their stories are told on the Italian brand's website, on the main social channels and on TV, with commercials dedicated to the new collection, which coincidentally chooses women's names to associate with the product, testifying to the brand's desire to be recognized as authentic and true, within the reach of any woman, regardless of her social status and physical appearance.
Ultimately one thing to have in common, like being a woman. The results of the new campaign are encouraging: 13,668 posts on Instagram; Opening of a You-Tube channel dedicated to the campaign which has attracted thousands of visits; Increased engagement on the brand's Facebook page; Thousands of tweets with the hashtag #ImAStory; Above all, a new and original way to let the target know about your product; Ultimately, the new campaign organized by McCann demonstrates how it is possible to combine the use of social media with traditional means of mass communication, involve the public and generate attention and curiosity around a product, in an original and never banal way.
The phase following the online selection, which took place on the basis of Find Your Phone Number the photos of the applicants on the famous social network, was held in Milan, and was a live casting, during which 8 women were selected, from the most disparate professions: a designer , a dancer, a student, a personal trainer, an entrepreneur, a floral designer, an actress and a singer-songwriter. Their stories are told on the Italian brand's website, on the main social channels and on TV, with commercials dedicated to the new collection, which coincidentally chooses women's names to associate with the product, testifying to the brand's desire to be recognized as authentic and true, within the reach of any woman, regardless of her social status and physical appearance.
Ultimately one thing to have in common, like being a woman. The results of the new campaign are encouraging: 13,668 posts on Instagram; Opening of a You-Tube channel dedicated to the campaign which has attracted thousands of visits; Increased engagement on the brand's Facebook page; Thousands of tweets with the hashtag #ImAStory; Above all, a new and original way to let the target know about your product; Ultimately, the new campaign organized by McCann demonstrates how it is possible to combine the use of social media with traditional means of mass communication, involve the public and generate attention and curiosity around a product, in an original and never banal way.