Amplify the new ILVE advertising campaign – ILVENISTA – and continue to push innovation and style.
Hero the ILVE consumer and their love of entertaining via an influencer collaboration – creating bespoke content that is rolled-out through Social Media and PR.
WHAT WE DID
ILVE are suppliers of premium kitchen appliances for people passionate about cooking. For their first-ever integrated campaign, UMM’s PR, Social Media, and Influencer departments brought to life and amplified the ongoing ILVENISTA advertising campaign through a co-ordinated, content-driven campaign. The content created for the campaign was utilised on the brand’s Facebook and Instagram accounts, by influencer talent and media outlets, and also appeared on ILVE’s website.
The ILVENISTA concept embraces not just ILVE’s relationship with passionate cooking, but also the passionate relationship people have with their ILVE cookers. Thus, UMM’s integrated campaign idea revolved around entertaining: specifically, creating the ultimate ILVENISTA dinner party setting in ILVE’s Sydney Showroom.
UMM cast a range of ILVENISTA talent, who starred in a high-end content series that was seeded out through their own social channels, ILVE’s socials, and through media via UMM’s PR department.
The ILVENISTA Dinner Party was divided into three categories (food/wine/hosting): The Fantastic Foodie (hosted by Giovanni Pilu); The Grape Crusader (hosted by Ben Moechtar); and The Socialite (hosted by Melissa Hoyer). The story of each of these pillars was conveyed through a mix of video, static imagery, GIFs, and copy.
The six-month campaign was a resounding success across ILVE’s social platforms, with the campaign averaging an engagement rate of 3.6% on Facebook and 12.5% on Instagram. On the PR front, coverage appeared in such premier lifestyle titles as Vogue Living, Homes to Love, Inside Out, and Delicious.
SOCIAL MEDIA REACH: 1.7M
SOCIAL MEDIA ENGAGEMENTS: 90K
INFLUENCER ENGAGEMENTS: 19K
PIECES OF TOP-TIER COVERAGE: 11