perlana brand enhancement project

Elena Bacigalupi, Tania Capelli, Roberta Carinelli

Università Cattolica del Sacro CuoreMilano

A.a. 2012-2013Esperto Linguistico d’Impresa

Briefing

Insight

Goals

Ideas

The Project

The End

On-line brand enhancement

Target young people (especially women)

Explain that Perlana is not only for Wool but

also for «Color and Delicates»

Introduce the « Renew Effect »

Generate Engagement

• Sensuality

• Freshness

• Rainbow

• Softness

• Spring

• Foulard

A coloured rose could evoke:

Women (target)

Youth (target)

Colour (coloured clothes)

Delicate (delicate clothes)

Renovation (Renew Effect)

Not only Wool

App (games + discount voucher)

Facebook development• Photo contest• Interactive games• Social activity• Keep calm• Event

Site development• Community (ask the expert)• Co-marketing with Benetton

Youtube

RENEW … NOT ONLY YOUR WOOL:

• Do you want to renew your WHOLE life?

Follow our funny gag cartoons on Youtube Perlana Channel and wash away your problems!

Renew

your

boyfriend

Renew

your

jobRenew

your

home