Atavi
SOCIAL & BRAND STRATEGY We were brought on to support Barilla’s innovation team in the kick start of a new concept testing the London market place. They were launching a luxury pasta brand, Atavi in conjunction with Michelin star chef Albert Adria as a way to see if there was an interest in elevating a core product into something extraordinary.
We were asked to help set the direction, the internal alignment between agencies and set up for social communications moving forward.
WHAT WE DID
A working session: Bringing teams together from product, packaging, PR, influencer, paid and consumer insights - to help shape the core thinking around role of social and topics we could all test and learn from together.
An Outside/in review: Taking cues from the team - we spent some time reviewing what they had vs. cultural nuances that could be of interest - providing routes & social first creative thinking to help shape narratives.
Kick starting social: Set up of the first social structure that aligned teams and content needs to help launch the brand. We supported the brand in a live activation with press, influencers, experiential and social that ran alongside the launch
What was important
We knew that as a product offering - pasta was not an item that would be easy to shift at this price point. We knew that we needed to play to our strengths ( Albert Adria), our uniqueness ( our flavour offering) & our positioning ( luxury). That’s why we were a brand that you had to experience - not just read about.
a blend of creativity & culture
On launch we had:
600+ follows organically via social
5,400+ accounts reached organically
10,000+ of impressions via stories
122, 300, 500 reach
145 pieces of media coverage
115 pieces of social coverage