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Fifth Story is a News Canada Company

Galbani Integrated Content Marketing • Case Study

FOOD – B2C EXTERNAL COMMUNICATION – FOR YOUR LIFE

 

THE COMPANY

With over 120 years of brand heritage in the Canadian food industry, Parmalat Canada produces and markets milk and dairy products, fruit juices, cultured products, cheese products and table spreads, and owns the Galbani brand.

THE CHALLENGE

Campaign objectives:

– To raise awareness that Italy’s favourite cheese brand – Galbani – is now available in Canada

– To communicate that Galbani’s fresh mozzarella is no ordinary mozzarella – freshly crafted in the fior di latte tradition, it is soft, moist and creamy

– To encourage customers to use Galbani’s fresh mozzarella beyond traditional recipes

Target audience:

– Established, educated women with a higher disposable income and an interest in premium products

THE SOLUTION

Parmalat Canada partnered with Fifth Story to develop a national and bilingual integrated content marketing campaign that leveraged paid, earned, owned and shared media channels across multiple platforms. The centerpiece of this campaign was celebrity chef Massimo Capra.

The integrated content marketing campaign included a segment in the Spring 2014 episode of For Your Life – Fifth Story’s TV show featuring lifestyle stories, as well as two TV spots – one in English and one in French. The TV show as well as the two TV spots aired in May 2014 on television stations appealing to a female demographic, such as Food Network and HGTV.

Parmalat’s For Your Life segment was then edited to create two online videos – one in English and one in French  that were distributed to Fifth Story’s national network of online editors and bloggers. The English online video was also promoted through digital content drivers directing traffic from premium websites to the video on YouTube.

THE RESULTS

This was Parmalat’s second time participating in Fifth Story’s For Your Life program. The company booked a segment into the Fall 2013 edition and they were so happy with the value of the program that they booked two additional segments – one into the Spring 2014 edition and one into the Spring 2015 edition (coming soon).

The Spring 2014 campaign successfully raised awareness among Parmalat’s target audience through a combination of television, online and social exposure. The video content’s storytelling format engaged viewers with a focus on the Italian cuisine, culture and lifestyle.

The Spring 2014 campaign achieved over 10 million impressions across paid, earned, owned and shared media channels. National, local and specialized websites and blogs across Canada – including Yahoo, Dailymotion and MSN – picked up the online videos. Earned media results were measured using Media Relations Rating Points (MRP®), Canada’s industry standard for earned media measurement.

To date, Parmalat’s English online video was viewed over 3,300 times on YouTube.

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