Birra Moretti, a quality beer made in the traditional Italian way since 1859, wants people to ‘enjoy life’s simple pleasures’ - just like Italians do. And if you ask the Brits, they are looking for an escape from their busy lives to live more like their southern neighbors:
As an Italian-based brand, the most authentic way for Birra Moretti to capture the attention of its main target millennial audience and drive brand relevance, was to bring Italian Living to the nation. But the brand couldn’t just tell just people to Live Italian — they needed to excite and inspire its British audience to Live Italian by showing exactly how.
Celebrating its deep-rooted Italian heritage, Birra Moretti challenged seven UK-based social media creators to turn to AI to discover more ways to Live Italian.
From cooking to enjoying Sundays with friends and family, the brand wanted to inspire unexpected, joyful and engaging moments that creators could bring to life in their content together with Birra Moretti, and inspire millennials to embrace everyday life’s simple pleasures and Live Italian.
Objectives:
1. Drive relevancy for the brand amongst UK millennials.
2. Drive positive sentiment, not only reach.
3. Engage and inspire millennial audiences by presenting Birra Moretti as a catalyst for relatable and aspirational moments and an integral part of their social and leisure activities.
Historically, food pairing in content - brand and creator - has worked well for Birra Moretti and its competitor beer brands. But as one of many beer brands vying for millennials’ attention, its usual campaign approach wouldn’t cut it.
Instead, Birra Moretti went beyond just food to position Italian living as a lifestyle proposition to millennials, and Birra Moretti as a marker of that lifestyle. So we had to get creative.
Living Italian is a philosophy; an attitude towards life, a way of being. It’s about taking time, sharing that time with family and community - all things that the UK also holds dear.
Whilst influencers could encourage Brits to live more of the moments that matter to them (with Birra Moretti), it wasn’t so obvious how the brand could take this ethos and directly link Living Italian to UK habits. This was where ChatGPT could be integrated.
Creators asked ChatGPT what it means to Live Italian here in the UK. The prompted responses became the creative sparks that creators brought to life with vibrant, relatable narratives and unique pieces of content.
From lively Friday gatherings to laid-back Sunday afternoons, creators crafted content that reflected the various facets of Italian living and incorporated Birra Moretti as the ideal companion - driven by the wealth of data accessible using AI.
To reach people far and wide, we ensured that Live Italian made an impact by amplifying it via paid media across creator and Birra Moretti brand channels.
Creator selection:
We selected seven micro creators who were relatable yet still felt premium - and who had a large millennial following - to ensure authenticity. To help us hit our target audience, 52.3% of followers across the creators were millennials. The Italian and British creators crafted content for Instagram Reels and Stories with the following structure: Set the scene - Show the process with AI - Share the experience.
Remember our goal of engaging and inspiring millennial audiences by presenting Birra Moretti as a catalyst for relatable and aspirational moments?
Well, we established Birra Moretti as a perfect companion to making the UK just a little more Italian, reaching 1.8 million millennials (vs estimated 602k) organically.
Seven creators produced 59 pieces of content with 48K engagements (and counting) and an incredible 5.1% engagement rate on static content (vs 0.6% Reel engagement rate benchmark) - despite the content being age-gated in-line with alcohol regulations. These regulations meant up to 25% of each creator's following was blocked from the content.
15 hours’ worth of content was viewed.
Sentiment was overwhelmingly positive, with 63% of comments around AI being positive and total positivity +2.3% above average benchmark at 89.2%. And 32.4% of total comments were related to the brand/campaign. That's 64.5% higher than our benchmark.
