Digital Branding Case Studies
Ray-Ban global touch point architecture
PurposeTo define the touch point architecture, through which Ray-Ban interacts with consumers in order to understand their specific contribution to reactivate the brand experience, given the deep sociocultural differences between Europe, China, the USA and Brazil.
ProcessTo explore Ray-Ban touch point experience, we adopted a mosaic of different methods and integrated approaches (focus groups, shopalongs, scrapbooks, f2f digital interviews).
OutcomeDigital comes out as a pivotal dimension for Ray-Ban brand experience, being a virtual window of the brand, unique for variety, width and product customization, able to exploit and revamp Ray-Ban mythical and iconic heritage, enriched and reinvented through the contribution of social fan communities.
Ringo Touchpoint Journey
PurposeRingo is the most popular Italian cookie among kids, currently active with a multimedia communicational system consisting of an advertising campaign and digital activations featuring El Shaarawy, a young and famous football player from AC Milan, as the endorser. Our study aimed at verifying the efficacy and the effects on Ringo brand equity of the advertising campaign and the digital activations.
ProcessA quantitative study has been carried out through two parallel samples of mothers and kids, in order to draw a clear and comprehensive picture about Ringo Touch points’ awareness, penetration, effectiveness and contribution to the brand perception.
OutcomeThe advertising campaign proved to strengthen Ringo lovemark stature, conveying shared positive values regardless of age and usership, while the digital activations worked synergistically with the campaign’s topic and values, leveraging the feedback on the brand image. Ringo comes out as a startling example of successful integrated communication: the advertising campaign brilliantly works, building the base upon which the digital takes off. Hence, the digital activations have further strengthened the brand perception and its relationship with consumers, producing a «boost effect» on the brand equity.