Intarget for Faema
Content Marketing for Giro d'Italia Sponsorship
Release
2023
Servizi
- CONTENT PRODUCTION
- SOCIAL MEDIA MANAGEMENT
- INFLUENCER MARKETING
- EDITORIAL PLANNING
Faema, a world leader in the design and production of professional coffee machines, launched a comprehensive activation campaign aimed at cyclists to promote its sponsorship of the Giro d’Italia. The initiative also sought to raise funds for World Bicycle Relief, a non-profit organization that supports bicycle distribution programs to combat poverty.
Between the 1950s and 1970s, Faema achieved great success in the world of cycling, sponsoring champions like Fausto Coppi, Eddy Merckx, and Felice Gimondi. After a hiatus since the 1970s, Faema renewed its presence in cycling by sponsoring the Giro d’Italia, bringing its historic values into the present and engaging new generations.
2023
Goal
The main goal was to bring Faema’s historic values into the modern era, reigniting the passion of the cycling community connected to the Giro d’Italia, and raising funds for World Bicycle Relief through a Strava Sponsored Challenge, celebrating the brand’s renewed connection with the Giro.
Strategy
• Collaboration with World Bicycle Relief to encourage participation with a social impact.
• Use of Strava and Sponsored Challenges to actively engage the cycling community, leveraging the platform as an ideal place to reach passionate cyclists.
• In-app promotion and social media campaigns across Faema’s channels, with a specific focus on Instagram during the Giro d’Italia.
• Engagement with cycling influencers to amplify the message.
• Creation of live content to share the highlights of the Giro, using a fresh and dynamic social media-friendly tone.
• Use of Strava and Sponsored Challenges to actively engage the cycling community, leveraging the platform as an ideal place to reach passionate cyclists.
• In-app promotion and social media campaigns across Faema’s channels, with a specific focus on Instagram during the Giro d’Italia.
• Engagement with cycling influencers to amplify the message.
• Creation of live content to share the highlights of the Giro, using a fresh and dynamic social media-friendly tone.
Results
• Over 7 million kilometers covered by participants, far exceeding the initial goal of 120,000 km.
• 300,000 unique impressions and nearly 30,000 participants, with a 373% increase over expectations.
• Strong impact within the Strava community, with notable engagement from the targeted Italian audience.
• 300,000 unique impressions and nearly 30,000 participants, with a 373% increase over expectations.
• Strong impact within the Strava community, with notable engagement from the targeted Italian audience.
2024
Strategy
• Continued collaboration with World Bicycle Relief to amplify social impact.
• Use of Strava and Sponsored Challenges to mobilize the cycling community, focusing on charity goals and global participation.
• Extensive promotion on Faema’s social channels, with Instagram at the core of digital activities during the Giro d’Italia.
• Involvement of influencers, including cyclist Alberto Bettiol, to extend the campaign’s reach and stimulate engagement.
• Creation of live and real-time content to share the highlights of the Giro, using a young and dynamic language.
• Collaboration with Leica for a traveling photography exhibit, documenting unique moments of the Giro d’Italia through artistic shots. The exhibit was promoted with DOOH campaigns in Milan, teaser videos, interviews, and Stories with influencers to amplify engagement.
• Use of Strava and Sponsored Challenges to mobilize the cycling community, focusing on charity goals and global participation.
• Extensive promotion on Faema’s social channels, with Instagram at the core of digital activities during the Giro d’Italia.
• Involvement of influencers, including cyclist Alberto Bettiol, to extend the campaign’s reach and stimulate engagement.
• Creation of live and real-time content to share the highlights of the Giro, using a young and dynamic language.
• Collaboration with Leica for a traveling photography exhibit, documenting unique moments of the Giro d’Italia through artistic shots. The exhibit was promoted with DOOH campaigns in Milan, teaser videos, interviews, and Stories with influencers to amplify engagement.
Results
• Over 7 million km covered by participants, with 28,600 cyclists engaged worldwide, far exceeding the initial goal.
• More than 4.9 million video views and coverage of 2.5 million users on social channels.
• The Leica x Faema exhibit generated 7 million impressions and over 6,500 interactions on social media, consolidating Faema’s image as an icon of cycling and innovation.
• More than 4.9 million video views and coverage of 2.5 million users on social channels.
• The Leica x Faema exhibit generated 7 million impressions and over 6,500 interactions on social media, consolidating Faema’s image as an icon of cycling and innovation.
