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Fabbri 1905

Fabbri 1905 | Food | Italy

AR Marketing Strategy for Fabbri 1905

Humor-Based AR Marketing Instagram Strategy •ᴗ•


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•


  • 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.


  1. Increased Brand Awareness: The filter significantly boosted the brand’s visibility, reaching a wide audience.
  2. User-Generated Content (UGC): Users created and shared content using the filter, generating substantial UGC and amplifying the brand’s online presence.
  3. Positive Online Sentiment: The campaign generated positive online sentiment, with users appreciating the filter’s interactivity and humor.
  4. Positive Word of Mouth: The filter’s success triggered positive word-of-mouth, with users sharing their experiences with friends and followers.
  5. Improved User Experience: The filter’s interactivity enhanced user experience, making the Fabbri brand more memorable and enjoyable.
  6. Measurable Growth: The campaign led to consistent and measurable online growth for the brand, with a significant increase in followers and social media engagement.


The collaboration between Instasamy and Fabbri 1905 demonstrated how a humor-based AR marketing strategy can effectively engage audiences and increase brand awareness. By using advanced content marketing techniques and a deep understanding of human interactions, we created a unique experience that had a lasting impact on brand perception.

Visit our Successful Cases page to learn more about our projects and how we can help your brand grow through innovative marketing strategies.

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