Peroni + The Urban List

Sent to Peroni HQ in Europe as the benchmark for how branded content should be done…

The Insight

In July 2015, premium Italian beer brand Peroni announced the launch of their new Piccola bottle.

As well as launching the new addition to their roster, Peroni’s goal was to own the premium end of the beer category, and be synonymously known as the embodiment of Italian-Australian charm, and the gateway to aspirational urban discovery.

To ensure that the Peroni brand maintained its status as stylish, high quality and effortlessly cool–sipped by Australia’s most discerning food and drink aficionados–Peroni needed to align with the most stylish contemporary players in the culinary field, while still paying homage to its rich Italian heritage.

Enter The Urban List.

The Solution

Working collaboratively with Peroni, we developed a 5-month campaign to strengthen and reinforce the status of their brand in Australia; ultimately resulting in increased sales, brand loyalty and retention of customers.

Centred around Peroni’s Italian roots and heritage, we created a content-led, visually-beautiful strategy that would tell the Peroni story in an authentic and engaging way–building a strong awareness and appreciation for the brand amongst our food & drink loving audience.

5 Piece Campaign Strategy

1.

Market Research

Measuring brand awareness.

2.

Branded Monthly Content Series

Brand awareness & driving sales.

3.

Interview Series

Aligning noteworthy ambassadors with the brand.

4.

'How To' Guides

Informative brand intergration.

5.

High Impact Display

Supporting larger brand campaigns.

What’s Trending? Monthly Branded Editorial Posts

We produced 15 local hit-lists showcasing everything new, hot and trending in the food & drink scene in Brisbane, Sydney and Melbourne–all brought to our readers by Peroni.

Each article was embedded with a branded, interactive heat-map featuring dynamic clickable content. Promoted across the Urban List network and all social channels, every post created maximum engagement, and high levels of talkability with our readers; positioning Peroni as the brand in the know.

The Facts

57,525+ Reads
660,878+ Social Reach
2,774+ Shares

Italians Do It Better: Branded 'How To' Guides

We produced 2 evergreen articles; sponsored by Peroni, and giving our readers all the tools and tips required to entertain like a #boss. The content showcases stunning bespoke photography, and positions Peroni as the essential addition to throwing a sophisticated, stylish event.

The Facts

9,739+ Reads
175,574+ Social Reach

Persona Peroni: Branded Interview Series

Championing Italian-Australian pioneers in the food & drink industry, this interview series aligned the Peroni brand with world-class chefs and gelato-geniuses, giving our audience the inside scoop on the best Italian finds, and re-affirming Peroni’s Italian heritage and premium status.

The Facts

13,194+ Reads
348,489+ Social Reach

Email Amplification & Data Aquisition

The Jeep Portsea Polo, sponsored by Peroni, is one of the biggest events on Melbourne’s summer social calendar–an activation that truly aligns Peroni with luxe lifestyle.

Bolstering this sponsorship, we ran a competition with our subscribers to further drive event and brand awareness, and acquire data to deliver Peroni endless opportunity and ongoing ROI long after the campaign’s end.

The Facts

94,000+ Reach
15% CTR
4,539 Emails added to Peroni Database

The End Result

Throughout the 5-month campaign, we have delivered…

62,364+

On-Site Article Reads

1,483,466+

Display Impressions

2,774+

Social Shares

1,184,941+

Facebook Reach

34,859+

Instagram likes & comments

More Work

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