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KMP x Catania è casa
Quando devi parlare di raccolta differenziata in una città come Catania, il problema non è spiegare le regole: è farti ascoltare. Con KMP, community proprietaria di Katania Studio, abbiamo trasformato un messaggio istituzionale in qualcosa che le persone potessero riconoscere, condividere e soprattutto sentire proprio, senza giri di parole.
Contesto
Il Comune di Catania doveva promuovere la raccolta differenziata in un contesto urbano segnato da abitudini radicate e scetticismo diffuso.Il rischio era quello di produrre contenuti percepiti com
Insight
Le persone non rifiutano le regole, rifiutano il modo in cui vengono raccontate.Per essere ascoltato, un messaggio deve parlare la lingua di chi vive la città ogni giorno. La differenza soprattutto in questo caso non la fa cosa dici, ma come.
Approccio creativo
Abbiamo attivato KMP come ponte culturale tra istituzione e comunità. Niente tono didascalico: il messaggio non è stato semplificato, ma adattato ai codici della città: diretto, ironico, riconoscibile. Abbiamo portato il tema fuori dalla comunicazione istituzionale e dentro il linguaggio quotidiano, amplificando il tutto con l’attivazione di influencer marketing.
Output
Abbiamo costruito un sistema di contenuti pensati per attivare attenzione e partecipazione:
Branded Content: contenuti integrati nel flusso della community, capaci di trasmettere il messaggio senza interrompere l’esperienza, perché erano l’esperienza.
Influencer Marketing: attivazione di creator per amplificare il messaggio, tradurlo in linguaggi differenti e renderlo parte di conversazioni già attive sul digitale.
Attivazione della community: il contenuto diventa punto di accesso a una conversazione collettiva.
Risultati
Il tema è entrato nel feed e nelle discussioni quotidiane
+1.2 milioni di copertura
+3 milioni di impression
Cambiare abitudini è veramente difficile. Ma diventa possibile quando non stai più spiegando una regola, bensì creando contenuti che le persone riconoscono come propri e che sentono naturali nel loro modo di vivere la città.
