Period: 2 months of work (year 2016)
Objective: Disseminating multiple topics related to the brand, such as the panettone made in Brazil, the Vivara Life + Lindt partnership, products as Christmas gift suggestions, and as Christmas ornaments.
Strategies: We used three communication strategies: traditional dissemination; sending press kits that were pitches themselves; and a partnership with two Instagram profiles, Mesa Hits and the Apartamento 203 blog. Mesa Hits, one should note, is a platform that combines 7 Instagram profiles.
Challenges: Tight schedule to develop all actions.
More than 120 journalists throughout Brazil were contacted by telephone or email. The mailing lists worked on were in gastronomy, fashion, consumer, lifestyle, décor, marketing/advertising and the trade.
The kits were delivered to approximately 30 journalists and 24 opining makers. The Mesa Hits and the Apartamento 203 action included that each influencer set a Christmas table. In total, 8 tables were set.
In two months of work, we achieved 131 features, 72 in traditional media outlets and 59 in social media channels.
The highlights included Veja Rio, Estado de S. Paulo, Glamour, Folha de S. Paulo, Contigo, Julia Petit Correio Braziliense, Meio & Mensagem, Casa e Comida, among others.
REVISTA SÃP PAULO
Casa CASA ESTADÃO
REVISTA 29 horas
Instagram Casa de Valentina
REVIStA SÃO Paulo
STORIES COZINHA CHIC
REVISTA PRAZERES DA MESA
SITE CASA E COMIDA