Client: Vespa
Raising Vespa’s cool-factor with today’s millennial audience on social
Setting the tone
Vespa, the Italian scooter brand, has been an icon of style amongst pop artists, mods and British rock stars since 1946. But in the more recent world of social media, the brand needed to establish a tone of voice that resonated with the UK audience. Vespa needed to build an engaged community, reminding fans from the bygone era, as well as millennials, that owning one of its scooters is a cool addition to everyday life.
A new set of wheels for the social strategy
We decided to start from scratch with the strategy; delving into who was actually engaging with the brand’s Facebook and Instagram channels in the UK, and who was talking about it in the media, in forums and on their own social platforms, This insight helped us to create a new millennial audience persona in the U.K. Her name is ‘Nicola’.
Revving up a new audience group
To establish the most impactful creative and paid targeting strategy, we learnt more about ‘Nicola’ and her social media habits. We discovered that she spends a lot of her time on Instagram. She uses it to get creatively inspired and to inject a little humour into her day. She follows influencers and is persuaded by them to make purchase decisions. When it comes to brands that she follows, she likes to see a witty and playful personality, with a little nostalgia thrown in to help her visualise the lifestyle around the product.
In a little under a year…
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