INTRODUCTION
Instasamy partnered with Fabbri 1905, an iconic Italian brand, to develop an innovative AR marketing campaign on Instagram. The goal was to create a humorous Instagram filter to engage users and increase brand awareness, using human interaction science and in-depth data analysis. This project combined creativity and technology to offer a unique user experience. •ᴗ•
CHALLENGES
- Engaging Generations X and Y: Capturing the attention of Gen X and Y, known for being challenging to engage.
- B2B and B2C Relevance: Making the filter relevant to both business and consumer markets.
- Showcasing Amarena Fabbri Usage: Educating users on how to incorporate Amarena Fabbri into their dishes and desserts.
- Launch Strategy Without Traditional Advertising: Designing a launch strategy without traditional advertising investments.
SOLUTION ᕦʕ •ᴥ•ʔᕤ
- Humorous Instagram Filter: Created a 3D filter featuring seven masks, each depicting a hat made of food items using Amarena Fabbri. This allowed users to interact playfully and creatively with the brand.
- Consistent Tone of Voice: Ensured the humor in the filter reflected Fabbri’s brand voice, making the content easily recognizable and relatable for the target audience.
- Engaging Brand Ambassadors: Recommended involving brand ambassadors for the filter launch. These influencers created content using the filter, boosting awareness and engagement organically.
- Educational Aspect: The filter not only entertained but also educated users on the versatile use of Amarena Fabbri in various dishes.