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+ View the work in our creative gallery Inglesina is an Italian manufacturer of baby strollers and gear for growing families with young children. Established in 1963, Inglesina is an established and popular brand in Europe and Asia. However, in the United States, the brand is relatively unknown and overshadowed by its product equity (the highly successful Zippy stroller). To capitalize on the huge U.S. opportunity, Inglesina needed to—on a limited budget—create consumer awareness and interest to create the necessary leverage for dealer recruitment, new product introduction, and consumer enthusiasm. Strategy Establish Inglesina as a brand that knows and understands what it means to have a family with young children, and use that knowledge to develop products that make the most of every childhood moment. Leverage social media to connect with moms online using promotions, contests, product reviews and blogs to create a resource for parents. Tap into the company's Italian heritage, drawing on the tradition of fashion and quality craftsmanship. Idea Ingenious Inglesina Results In a matter of weeks—and without a new product introduced in the U.S. in over two years—the Inglesina Facebook page exploded with new fans. The page has attracted a larger base of those who like the brand than all others in the category outside of the market leader by 200:1 to 2:1. Sales of the Facebook-featured products have increased substantially. The community is strong and actively engaged with the brand. |
