IAKI develops the digital strategy for the brand with the largest capacity for engagement in Campari, the famous Aperol Spritz. This project consists of a phase of web monitoring, preparatory to the creation of a digital identity and social spaces in line with people’s expectations of an institution so beloved as the spritz.
We asked Sandro Marchetti, CEO of IAKI, about the strategy with which the agency has gained the customer and the main points of the project.

What did you proposed to Campari?

We soon realized that Aperol, particularly the Aperol spritz, was already a very spontaneous topic in the network. From this observation, resulted in our strategy very clear: we read, we measure and manage the reputation of the brand, taking care to continuously improve and support it with a precise digital identity.

How do web listening work?

Through a mix, on the one hand, of technological tools for collecting and monitoring data, and on the other hand, of metrics and evaluation techniques, also qualitative. It’s a continuous work, which begins before the start of communication activities and that continues throughout them, influencing their evolution.

What do you mean by digital identity, than you mentioned before?

Brands often use online the same language as in the traditional media. Instead, it is necessary to adapt their image to the dynamics, the users, the technical boundaries of the digital world. This is a fundamental point of our offer was the creation of a digital Brandbook identity, we define guidelines graphic, verbal and sound, a true language of the brand in the network.

What digital areas will the project involve?

The key points will be the new site aperolspritz.it, that we are designing and building from scratch; an intensive social media marketing, particularly on Facebook; a mobile site; digital PR activities, a program of WOM and obviously all the SEO activities.