The challenge
Sgambaro, a long-established Venetian maker of high-quality pasta, ran a campaign in the summer of 2023 to raise brand awareness and strengthen its presence. In two months, with just 3 creators, the campaign reached 4.9 million impressions.
The main goal was to introduce the brand in Bibione, a resort in Northern Italy considered one of the company's strongholds, and to reach a new audience in tune with the quality of the product: pasta made from organic, protein-rich, 100% Italian grains. The strategy involved associating the Sgambaro brand with the sporting activities of Bibione Be Active, an ideal context for presenting the brand to a wide range of people of all ages.
The strategy
Sgambaro chose to position itself within Bibione Be Active, an event that attracts people of all ages and fitness levels who are interested in outdoor sports activities. The company worked with three local creators, present at the "Sgambaro Arena" at key moments of the summer.
The primary goal of their storytelling was to convey the brand's message to a new audience through high-engagement initiatives.
Sgambaro pasta was at the centre of the campaign, but without traditional commercial content: natural, interactive formats that linked joy, fun and liveliness to Italians' favourite food. The choice engaged the audience and sparked interest in the product.
The solution
To find relevant local creators with a style that fit the campaign, Sgambaro worked with Roundabout, which identified and activated the most suitable profiles and managed the collaboration.
The results
The Sgambaro Arena, the beach, and the diverse audience in terms of age and interests were the backdrop for the comedy sketches created by Massimo, Alice, Alessio and Luca. For each piece of content the creators came up with a different concept to tell the story of Sgambaro and its values.
The result was engaging, far from ordinary communication, with an average engagement rate of 4.95% and a peak of 8.6% for the largest pair of creators.
Over the course of the posts, interest grew above all in comments and saves, the metrics that best measure engagement and loyalty: a total of over 229,000 interactions, including more than 10,000 saves of the Reels that showcased the brand, products, and the Arena.
Against the main goal, brand awareness, the most relevant figure remains reach: 4.9 million impressions and over 4.5 million unique users reached by all the content combined.
