Felce Azzurra

Digital campaign to support the launch of Felce Azzurra Fiori di Luna: web platform, video campaign, social network, media partnership, and influencer activation.

Insight

A good night’s sleep is always the start of a good day

Getting a good night’s sleep is becoming increasingly difficult, especially for women.In Italy, it is estimated that 1 in 4 people suffer from insomnia. The main causes Stressful lifestyles as well as excessive use of electronic devices, particularly among younger generations. These were the key findings from our research phase, which guided the development of the creative and communication strategy to support the launch of Felce Azzurra Fiori di Luna, a product line specifically designed to promote relaxation and nighttime rest. But how do you position a historic brand, famous for its fragrances, as a credible player capable of positively influencing sleep?

Creative strategy

The Scent of Goodnight feat. AIMS

The two strategic guidelines underlying “The Scent of Goodnight” were to increase Italians’ awareness of the need for a proper sleep culture and to celebrate the values of a brand that has been taking care of people’s well-being for over 100 years. Central to this campaign was the partnership with AIMS (Italian Association of Sleep Medicine), which lent scientific credibility to the entire initiative. The project aimed to raise awareness of the importance of sleep and its impact on our well-being through articles and insights related to an optimal sleeping routine and its health benefits, curated by AIMS experts and hosted on a dedicated web platform.

Communication plan

An integrated and target-customized approach

Launched on April 15, in conjunction with World Sleep Day, the campaign activated various touchpoints as part of an integrated communication strategy. In addition to the website, which served as the central hub of our communication platform, we developed a video campaign featuring three creative concepts aimed at a custom audience, primarily women, seeking sleep remedies that align with their lifestyles. With a full-funnel approach designed to maximize project reach, we implemented a mainstream consumer engagement strategy. This included leveraging the brand’s social properties with an always-on approach to disseminate project content and promote the AIMS partnership. Additionally, an influencer marketing campaign was activated to amplify the key messages of the campaign throughout the year.