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Perlana Brand Enhancement Project - how to obtain brain engagement, target new people, develop the brand presence in the social media
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Elena Bacigalupi, Tania Capelli, Roberta Carinelli
Università Cattolica del Sacro CuoreMilano
A.a. 2012-2013Esperto Linguistico d’Impresa
Briefing
Insight
Goals
Ideas
The Project
The End
On-line brand enhancement
Target young people (especially women)
Explain that Perlana is not only for Wool but
also for «Color and Delicates»
Introduce the « Renew Effect »
Generate Engagement
• Sensuality
• Freshness
• Rainbow
• Softness
• Spring
• Foulard
A coloured rose could evoke:
Women (target)
Youth (target)
Colour (coloured clothes)
Delicate (delicate clothes)
Renovation (Renew Effect)
Not only Wool
App (games + discount voucher)
Facebook development• Photo contest• Interactive games• Social activity• Keep calm• Event
Site development• Community (ask the expert)• Co-marketing with Benetton
Youtube
RENEW … NOT ONLY YOUR WOOL:
• Do you want to renew your WHOLE life?
Follow our funny gag cartoons on Youtube Perlana Channel and wash away your problems!
Renew
your
boyfriend
Renew
your
jobRenew
your
home