[Fiorucci Foods]
Savor Every Minute
Gondola Getaway
Video Production // Brand Strategy // Public Relations // Influencer Activation // Digital Media Strategy and Buying // Social Media Strategy and Content Production // Web Design and Optimization // Graphic Design // Copywriting // Events and Experiential Marketing
The Recognition
National Awards
2023 SHORTY GOLD Honoree | Event and Experiential Marketing
[Challenge]
We were tasked to follow our successful Trolley Takeover campaign with another experiential-focused national campaign that drove brand awareness in a very crowded category, generated sales in Q4 and this time, offered more people the opportunity to interact with the branded event.
[Insight]
As we learned more about what “savoring every minute” meant to our core consumers, we realized that most of them hadn’t been on a date or day out in months, or even years. That was simply unacceptable.
[Solution]
We brought the magic of a date in Venice, Italy to the canals of Long Beach, California for a free day out, filled with food, music, art, drinks and nothing but time to spend with your loved ones.
The Recap
We brought Venice, Italy to Long Beach, CA for a one-of-a-kind free date night!
The Logo
We needed a visual identity that helped convey the slow luxury of a gondola ride that still connected it to the brand on and off the water.
The Teaser Video
We had to let people know there was a free Date night event coming to Long Beach, so we built a teaser to get people excited and used it to drive interested guests back to our landing page to RSVP.
The Event Promotion
We invited local SoCal travel and lifestyle influencers to help us spread the word about our free date event. We had our event listed and promoted across influencer and paid social media, and our online reservations were 100% booked in less than 48 hours.
The Website
We built a multifaceted landing page for our campaign that was used first to book RSVPs for our event and later it became the homepage for our campaign, where it showcased our date night kits and products featured from the event.
The Event
At the party on shore, attendees discovered one of the world’s largest Fiorucci charcuterie spreads, along with a live custom-poetry (and poem-in-a-bottle!) station from influencer partner ArsPoetica; an Airstream bar from Last Call Bar Catering; a one-of-a-kind charcuterie cone wall from Graze Los Angeles, and more.
On the water, we had singing gondoliers serenading our guests on a relaxing 30-minute ride throughout the gentle canals of Long Beach, while they enjoyed personalized boxes of Fiorucci Food, wine, and even custom conversation starter cards to keep them connecting with loved ones all day long.
The Social Media Video
The entire party, on and offshore, was captured by our team and turned into campaign content for Fiorucci that encouraged people to find their own time for themselves.
The Supporting Ads
Our paid ads served as digital gondoliers, rowing users to the campaign’s landing page.
The Date Night Influencers
We knew that most fans couldn’t attend the Gondola Getaway, so we created “Date Night” kits that brought that date night magic directly into the homes of our fans. We leveraged nationally-reaching influencers on TikTok and Instagram, having them unbox and promote the Date Night kits as social media content and giveaways between the time the event wrapped up and when media went live.
[The Results]
We brought Italy to American waters, and it all went swimmingly. Our event itself was completely booked in less than 48 hours, and more than 500 people attended, including a mix of RSVPs and walk-ups hoping to get a coveted ride. Not to mention the campaign’s sales and media results:
8.4% Lift in Most Important Retail Channel
2% Lift in Overall Brand Awareness, vs. 1% goal with less than $150k spent across digital and social media
Behind the Scenes
From production chase boats to three waves of managing social influencer partnerships to an unsightly parking garage being transformed into a breathtaking Italian garden, this was an epic team collaboration. We saw hundreds of happy smiles and watched Fiorucci get experienced for the first time by many—and we’re happy to say that not a single cell phone was lost in the canals.
…We can’t say the same about our drone.
_6300.jpg)
_5082.jpg)
_6090.jpg)