Barilla: Look for yourself

Italian pasta and sauce brand Barilla turned to a digital video campaign managed in programmatic to persuade 'rejectors' to revisit the brand in Italy.

Campaign details

Brand: BarillaBrand owner: Barilla GroupLead agency: OMD, Young & RubicamCountry: ItalyIndustries: Convenience, readymadeMedia channels: Online video, Programmatic display, Websites & micrositesBudget: Up to 500k

Executive summary

This project shows the power of data to build an addressable strategy. The use of a data-driven system was crucial to identify the right people and to address the right creative message. Social listening allowed us to identify new clusters, based on behavioural criteria, and lead the creative approach to explain the company's values and the quality of the production...

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