Mission

For many during 2020, the pandemic brought with it a newly found appreciation for spending more time at home with the family – with many eating meals regularly together for the very first time, a concept that Italian brand, Smeg, is more than familiar with. LRR honed in on this concept by developing the brand’s ‘La Famiglia é Tutto’ (’Family is everything’) campaign and setting about to increase its reach.

Method

LRR compiled ideas and brainstormed how to make La Famiglia e Tutto reach the masses. Commissioning a video, created by Smeg, our expert social team set about curating a bespoke ad campaign targeting various groups.

Using Facebook analytics, as well as our own insights from running Smeg’s social channels, we identified core metrics that would be necessary to track. Our objective was to drive traffic to Smeg’s new e-commerce site, whilst simultaneously reaching as many people as possible.

Using shorts from the extended brand video, we created five ads, centred around the idea that Smeg appliances transcend a single-stage of person’s life. The ads took the viewer through the story of Lily and Luca; who met, got married, had kids, all with the presence of Smeg (a drinks fridge, a dinner date, breakfast the morning after…)

Boom

The ads tallied up a total reach of over 2.7 million and sent over 30,000 users heading towards Smeg’s newly launched ecommerce site, just in time for Christmas.