The idea
We showcase the USPs of Lavera’s new skincare line “Barrier Balance”, using the umbrella of the Lavera Skin Education Academy, created by BCN, which provides comprehensive knowledge on skincare and beauty. To ensure strong recognition of the Academy, we use cross-campaign logo branding at all touchpoints.
We segment the target group according to age: under 30 and over 30. We reach younger people, who need sound information and education about skin care and products, with our brands GRAZIA and INSTYLE. We address them with native explanatory digital content and social media. We target the older segment, which is already brand-savvy, with a combination of print and digital media focusing on awareness, branding, and brand event experiences – via our brands FREUNDIN and myself.
Campaign kick-off: GRAZIA Culinary Table with Driving Experience in Hamburg
Under the theme “Dolce Vita,” GRAZIA is inviting top-tier influencers to the Prototyp Automuseum in Hamburg for an Italian dinner event featuring a driving experience. The guests are enthusiastically sharing their highlights from the event.
GRAZIA coverage in the print magazine and on Instagram
With accompanying Instagram stories and a print follow-up article, GRAZIA celebrates the GRAZIA Culinary Table – and reaches approximately 167,963 people.
GRAZIA Instagram reel vlog and paid influencer
On Instagram, the @GRAZIA_magazin editors and an influencer from the Burda Influencer Hub share their most gorgeous moments of Fiat Dolce Vita.
The ELLE Experience
ELLE and Fiat invite guests to join them on a road trip – to thoroughly test the Fiat 500 Hybrid and Electric models. The destination is Lake Starnberg, where they enjoy a stylish Italian lunch and an engaging editors’ talk. Invited influencers like @anamartinovicx, @sofiya.balci, @lilianlitehiser, @martina_nicia, and @tamaracueva post their top Dolce Vita moments.
ELLE's coverage in the print magazine and on Instagram
With a print follow-up article and accompanying Instagram Stories, ELLE celebrates the Dolce Vita Drive—reaching a readership of 372,392 people and 359,000 followers on social media.
ELLE Instagram reel vlog and paid influencer
On Instagram, the @ELLEGermany editors and an influencer from the Burda Influencer Hub share their favorite moments of Fiat Dolce Vita.
The Bold Brand Page
ELLE.de showcases the Fiat 500 Hybrid in a stylish and creative way – on an exclusively designed microsite.
The success
With approximately 4.4 million event contacts and view counts that exceeded guaranteed figures by up to 14 percent across all channels, Fiat’s Dolce Vita campaign was hugely successful.
“Our collaboration with BCN and the ELLE and GRAZIA brands was a resounding success. By authentically integrating the new Fiat 500 Hybrid into the Dolce Vita driving events, leveraging high-quality editorial content, and working creatively with the content creators, we conveyed and celebrated the Dolce Vita spirit of our iconic model.”
Fabio Sangermano, Head of Marketing Fiat/Abarth
Let´s talk
Interested?
Anna Rosenfeld Senior Client Service Manager Automotive anna.rosenfeld@bcn.group