To launch Peroni on the Québec market, the brand worked with Made in to develop an influencer marketing campaign. Peroni capitalized on the charm and personality of around twenty brand ambassadors to spotlight the beer while having them live experiences that relates to the Italian elegant lifestyle.
More than twenty influencers.
Peroni collaborated with celebrities (Marie-Mai, Kevin Bazinet, PO Beaudoin, Alexandre Despatie, etc), food media (Le Tastet, Dinette Magazine), mixologists (Boire Mixologie) or lifestyle content creators (Chloé Crane Leroux, Hermust, etc.), bringing about a potential reach of 740 000 people exposed on social media.
To reply to the high demand, Peroni creative an interactive map to locate the places to drink Peroni : http://www.trouvezperoniqc.ca/
A box to have the perfect Italian aperitivo
At the beginning of the campaign, influencers were sent a box with Peroni beers, but also products coming from Italy, like sundried tomatoes, mushroom truffle pâté, fig and rosemary crackers or artisanal pasta.
An invitation to the Rogers Cup.
Peroni Nastro Azzurro is the official beer at the Rogers Cup in Montréal and Toronto. Invitees have enjoyed a privileged moment at the House of Peroni, a lounge bar to drink a beer between two forehand shots of Roger Federer
The campaign was made by Made in for Peroni.