Ninja

Challenge

“In the Mill that I Would Like” is the first Italian example of open digital innovation. Barilla entrusted us with the launch of the initiative on the Net and dissemination of the project through social media. We had to manage official Social Networks with the objective of recruiting users to propose, vote on and support ideas on a dedicated platform as well as decode mechanisms and the nature of the project in synergy with offline communication activities. Our brief was also to make the project known by generating buzz online, stimulate curiosity and interest in the initiative and foster word-of-mouth communication.

Strategy

Actions designed to achieve set objectives:

• Recruiting

The users contacted were stimulated into posting their own ideas in a structured way and to vote and encourage other users to vote on the ideas proposed.

• Seeding of the project

Communicating the initiative involved blogs / sites / forums belonging to 4 macro-categories: food, design, marketing and communication, lifestyle.
 

• Social Network Activation

Besides the activities on the selected sites /blogs / forums, the main Social Networks: Facebook, FriendFeed and Twitter were alerted and managed.

• Tutoring

Support was given to users on how to publish and vote for ideas posted on the MCV platform.

Results

The outcome of the 4 combined actions was very successful. There were 131 publications on the campaign with about 1000 opinions expressed by net-users on the initiative, on the Brand and on Mulino Bianco products. These opinions attained an 85% degree of positivity, 17.1 points above the average of positivity in the sector. About 2,000,000 users were involved globally through Social Network activities and there was extremely high engagement on the initiative and the brand.

www.nelmulinochevorrei.it