Objective: Give new life to DMC, a leading international company for embroidery, crochet and knit, with the goal of instilling a continued push of creativity and freshness especially regarding the use of DMC products, and bring the company nearer to the creative ferment that lives in the web, in the “do it yourself” world of bloggers and fans.
Strategy: Choose a top influencer in the industry, which due to its sensitivity and unconventionality, could speak and use in an unconventional way the DMC products, bringing them closer to the new generation of wool, crochet and embroidery and making the company known to a larger target, different from the classic public of haberdashery, which represents the “customer of the future".
Activation: analysis and mapping of the web influencers, and subsequent activation of the collaboration with Gaia Segattini, fashion designer and blogger of "Vendetta Uncinetta" by involvng her in several activities with the aim of getting a double result in coverage (print, web and social networks) and marketing.
Results: 15 post on Vendetta Uncinetta Blog, more than 40 post on Gaia Segattini’s social networks (Facebook and Instagram mainly) with tag or hashtag referred to DMC, more than 1500 likes from Gaia’s fans.