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Contesto
La sfida con Agromonte è stata colorare un territorio ancora inesplorato, quello di TikTok. L’obiettivo era quello di conquistare chi guarda la TV e anche chi non la guarda. Lavorando a quattro mani con Industria 01 un brand storico, lo abbiamo portato fuori dallo scaffale del supermercato e l’abbiamo cucinato per renderlo saporito.
Insight
La Sicilia non è un luogo geografico, è un’estetica. Partendo da questo concetto, abbiamo quindi deciso di non limitarci a raccontare una ricetta, ma di iniziare a raccontare un’atmosfera. Grazie alla nostra bacchetta magica abbiamo così trasformato il “rosso Agromonte” in un nuovo linguaggio visivo, dal profumo di melanzane fritte.
Approccio creativo
Abbiamo scelto una filosofia TikTok-First e lavorato su una video strategy basata su una grammatica homemade, insomma fatta in casa: tagli veloci, sound design immersivo, ASMR e un’estetica autentica che sa di cinema ma vive sullo smartphone. Il vero creator è diventato così il prodotto con una sua voce specifica, un ritmo e una personalità capace di stare al passo con i trend.
Output
Il cuore del progetto è stato la costruzione di un immaginario visivo che non viene solo mostrato ma odorato.
Shooting & Visual Craft: set nati per catturare la matericità della salsa attraverso una lente iper-contemporanea- pazzesco, guarda come sembriamo seri mentre ti raccontiamo queste cose!
Content Production: una produzione interna così agile e costante, che è stata capace di adattare l'alta qualità cinematografica ai formati verticali.
Video Strategy: micro-storie pensate per il loop, dove il montaggio e il ritmo sono parte integrante del messaggio.
Storytelling Nativo: praticamente abbiamo tradotto la sicilianità in un linguaggio fresco, spogliandola dal folklore e dandole una vibe aspirazionale.
Risultati
Vita i numeri dicono che abbiamo spaccato, nel periodo YOY 2024/2025 abbiamo generato:
+15 Milioni di visualizzazioni su TikTok: il brand è diventato un appuntamento fisso per milioni di utenti, tipo quello dell'aperitivo dopo lavoro.
+20K nuovi follower: una crescita organica basata sulla qualità e sul linguaggio e sul fatto che gli spaghetti non vanno spezzati.
Brand Perception: Agromonte è oggi percepito come il brand di riferimento per chi cerca una tradizione che non abbia la data di scadenza.
Se una salsa finisce nei “Per Te” di 15 milioni di persone, non è per caso: basta saperla aggiungere nei piatti giusti e creare dei contenuti che anche la Gen Z mangerebbe, con un po’ di formaggio grattugiato.
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