The pandemic forces the protagonists of Made in Italy to envisage new scenarios in order not to succumb to the impossibility of meeting customers, attending fairs, organizing shows and events.
The web becomes the obligatory way to create or consolidate business relationships. And that's how Il Chianti has decided to arrive in Russia through the Instagram profiles of the most important influencers. It has selected 10, followed by 1,3 million people in total, but with the ability to reach 3 million people with posts and stories telling them the best about the product by talking to their followers.
"We have decided to take a new path which aligns well with the innovations that this pandemic has, despite us, introduced - explains the president of the Consorzio Vino Chianti, Giovanni Busi – The way of communicating and relating to consumers has changed profoundly, there are new targets and methods of consumptionmo. An extreme is also required flexibility and diversification of strategies and the Consortium has taken up this challenge with a new and stimulating project, involving influencers who embrace every segment of our market".
The people have been selected through professional influencer marketing tools and the analysis of various elements, above all qualitative, starting from the characteristics of the fanbase: therefore with mainly Russian followers and interested, for passion or work, in the food sector, but also in fashion, lifestyle, design, cinema. Another fundamental element in the selection is the level of performance, therefore the best engagement rates. The qualitative selection is also important, therefore the reputational factor of the influencers, their credibility and the creative quality of the contents aligned with the brand.
To the selected people has been sent a box with the wines to taste and material to create social content. The Consorzio Vino Chianti has thus chosen to focus on a more qualitative form of advertising, mediated by figures capable of encouraging dialogue and relationships. “A mediation – explains Busi – with a greater impact than traditional advertising, which manages to reduce the distance between the brand and the final consumer. This connector, especially in a new market, helps and favors brand positioning. It is also important for consolidating the reputation of Chianti on the web, creating that online information base that is then available to everyone”.
A new path that will support, when possible, the face-to-face promotional initiatives scheduled in Moscow and St. Petersburg. “An opportunity to be exploited – concludes President Busi – both for companies already present, but also for those not yet present which can in this way facilitate their entry into the Russian market through an institutional social promotion activity”.
These are the profiles of the ten selected influencers: @Andrrresky; @vovaily; @drinkingwithdasha; @zpzlata; @mariguryeva_; @tastywithme; @kate.katkova; @merteuil_iness; @lenagudilina; @irina. fedoseenko
