TESTA DIGITAL HUB AND AMARO MONTENEGRO: THE DIGITAL STRATEGY BRINGING PEOPLE TOGETHER
According to recent research conducted by Blog Meter on the spirits category Amaro Montenegro’s Facebook page ranks number one in Italy for total engagement
As far back as 2015 the brand was following a clear pathway to ensure it was up-to-date and to draw the brand closer to people while still remaining faithful to the historical values of its DNA (authenticity, friendliness and solidarity). This was achieved thanks to the digital strategy developed by TDH (the innovation unit of the Armando Testa Group led by Creative Director Jacopo Morini, formerly from the Italia 1 TV show ”Iena”).
“Social media play a crucial role in this repositioining – comments Morini – and our editorial plans have been successful thanks to a mix of humour, authenticity and attention to what’s happening at the moment to create or capitalise on the most widespread online trends; and it is an added pleasure for us to see that we are shared positively by pages from “professionals” such as Ninja Marketing, Pubblicità Creative e Bizzarre as well as by the most popular pages of pure entertainment like Commenti Memorabili*, La piaga dei Cinquantenni sul web** as well as others.”
The hashtags #saporevero and #eroiveri have triumphed and have got many people engaged in a spontaneous way including showbiz personalities such as The Modena City Ramblers, Nitro and Pierluigi Pardo who have all shared their passion for Amaro Montenegro, making it immortal with the iconic bottle.
Social action media (reactions, comments and shares) for every post has always been excellent (around 60.000 interactions are recorded every month) thanks to the community management strategy directed at constantly getting fans involved.
The aim of the on-going dialogue with the fans and with the Facebook eco-system is therefore to gradually build up a “Love brand” but offline also plays a fundamental role in this relationship.
Indeed on 25 November Amaro Montenegro will stage its first mega-event
“Una notte da #Eroiveri” in the Rockspot gym in Milan, the biggest climbing hangar in Europe. More than 1500 guests have been invited to this epic party which was organised with artistic direction from Testa Digital Hub and it shows – now more than ever – that digital and field must always be more and more integrated and interconnected if you want to create a strong relationship with consumers.
