SILVER — Peroni—“Moda Files,” PHD Canada
Facing intense competition from domestic and imported beer brands, Peroni wanted to do something dfferent to influence their target of “modern sophisticates” -- a highly style-conscious group. They like to be on the leading edge of emerging trends, and pride themselves on being “in the know”. Partnering with Toronto Life and leveraging a long-standing sponsorship of Toronto Fashion Week, Peroni created “the” content destination for their target to get all behind-the-scenes Fashion Week action and insider access to they crave.
Charged with generating exclusive material, a well-respected content team provided distinctive show and party coverage, all with that ‘backstage’, VIP-access feel that connects with the target. Content was housed on the “Peroni Moda Files”, a dedicated blog on the Toronto Life website, customized to integrate Peroni branding without diluting the organic authenticity of the material. A contest featuring stylish prizes was also integrated into the editorial mix.
Driven by exclusive, top-quality content, the campaign delivered 5.8MM impressions over its 6-week lifespan. The content team delivered beyond expectations, generating more than 40,000 page views. With 6,371 contest entries, and a 26% brand opt-in rate, Peroni clearly hit a hot button with a hard-to-please, fashion-savvy target.