Samurai Effect
Involving the food community in an online and offline strategy to put across the brand positioing evolution, from dental care to food experience.
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To communicate the brand repositioning – «Every day’s a special day with Samurai», beginning with the launch of the new product range Samurai Food, meant to identify the brand as the daily main character of many Italian dishes’ appearance.
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An ironic and lively tone of voice that encourages the narration of the everyday meal routine and makes easier the food lovers involvment. This is the strategy that inspired the concept: Samurai Effect is meant to make protagonists both the consumers and the brand products, aiming to inspire user generated contents by means of contemporary digital codes.
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A three step plan to support the concept involving crossmedial operations. Website, social medias, sector magazines and stores on one side, influencer activities and contests on the other. A strategy that allowed to captivate the community in the spread of the Samurai Effect through photos and recipes.
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In the teaser phase, the new brand positioning and the «Food» product selection have been conveyed through a multisubject campaign. Products have been the main character in recipes and plating suggestions posted on the Facebook page and in the official website, each one with a different Samurai Effect.
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Five food blogger have prepared a recipe with the Samurai Food range of products, freely and personally explaining the Samurai Effect on their channels, with their style. The photo-recipes have been reposted on the brand channels, representing the community starting point to the call to action.
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Engaged by the brand and food blogger call-to-action, the community has been invited to take part in the photographic contest «Whet and win». The Samurai Effect photo-recipes has been presented in a dedicated section on the website, contributing the Facebook page population.