The competition has already been held with great success in Italy, Switzerland and Spain, and will soon be launched in Poland as well.
Lady Amarena is an example of how a prize competition can be an effective tool for creating B2B incentive programs that include inclusion and talent valorization.
A partnership that continues
The partnership between Fabbri 1905 and Leevia began in 2019 and use a bulk sms service to compile your list today represents an example of how our technology can be used globally and activated with a rapid time to market, limiting the work effort. In this case, moreover, the technological asset supported the brand's inclusion and creativity processes.
A few numbers
The 2023-2024 edition of Lady Amarena was a great success, with numbers that confirm the importance and value of this initiative.
In particular:
15% of engaged users, both bartenders and end consumers, registered on the dedicated platform.
97% of engaged users cast a vote, demonstrating a high level of involvement and participation.
Lady Amarena is unique in the bartending sector that seeks to combine B2B and B2C strategies, with a global reach .
The project confirms its great value, both in terms of engagement and acquisition and with respect to the brand awareness generated, also supporting the purpose of gender inclusion and support of female talent.Marketing strategies are, by their very nature, constantly evolving, but we can say that since GenZ entered the market in its new role of “purchasing manager”, the digital marketing sector has accelerated change.
In this
MMR we explore how the traditional marketing funnel no longer reflects a path from A to B aimed at purchasing the product, but today we can talk about a liquid funnel where exploration and brand-user knowledge are fundamental preliminary elements of each subsequent interaction. Brands build awareness and trust consolidation paths, beyond the act of immediate purchase, which today would be difficult to achieve, taking into account the target's attitude.
