Client
VIVI ORO is the first collective brand that brings together the most experienced Italian goldsmith producers. The project is rooted in the experience of the Arezzo goldsmith district with the aim of supporting the excellence of Made in Italy goldsmithing and providing a brand of authenticity for enthusiasts.
Goal
Develop an integrated web and social strategy that encourages both new and older generations to appreciate gold and understand its value not only as a material object but also as an artistic item with an ancient tradition.
Thus, position the brand as a reference point for the industry and highlight the Arezzo district, the cradle of Italian goldsmithing tradition.
Project
We developed and designed the VIVI ORO website and, after launching a communication campaign on YouTube, brought the project and its storytelling to life on Instagram, Facebook, and LinkedIn through a multi-channel media strategy tailored to different target audiences.
The creative concept of the project comes to life across the brand's various channels to showcase gold in all its facets: from processing techniques to interesting facts about the material, from historically significant jewelry to collateral uses of gold in art and medicine.
The brand's strategic positioning is also developed through long-form content on the blog, focusing on both brand awareness and lifestyle and contextual themes.
Result
Just over a month after launching the social media channels, more than 1 million people were reached, with a steady and continuous follower increase of +20%. The campaign video garnered 72,000 views on YouTube and over 135,000 views and 1,000 interactions on Instagram.
