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FOOD - DRINK


Event• Influencer relations• Media relations

BARILLA – LIMONAIA URBANA PARIS 2024

OBJECTIVES

  • Massively amplify the first edition of “Limonaia Urbana” in Paris in the press and social media.
  • Give visibility to the new Basilico & Limone pesto associated with the event.
  • Anchor Barilla in a lifestyle territory illustrating the dolce vita, and premiumize the brand.

ACTION PLAN

Press :

  • Press kit, to generate event announcements + product releases
  • Scripted portage: to position the brand

Influence :

  • Scripted portage (invitation) to tease the event in social media and generate ticket sales.
  • Paid collab with 2 types of influencer:
    • Attract profiles, to ensure sold-out ticket sales. (@leparisdalexis 582k followers)
    • Image/recipe profiles to position the brand. (@byflorab 300k followers, @Louloukitchen 1M followers)

RESULTS

  • + 55 journalists and influencers presents to the event
  • + de 60 press cover/ + 75M audience  / + de 180K€ EMV
  • + de 200 contents on social media / + 11M impressions / + 280k€ EMV