Situation

Prime Video is about to launch The Ferragnez S1, the first TV series starring Chiara Ferragni, her husband Fedez and all their extended family. The couple has a huge popularity, but it also carries along many prejudices and big troops of haters. That’s why their show, even before being released, has attracted many bad critiques.

Brief

Create a newsworthy activation for the launch of season 1, without fomenting the haters.

Objectives

Drive intent to watch.

#UninfluencedReviews an exclusive premiere in the only place where the Ferragnez are unknown: Golferenzo a tiny village in the middle of nowhere.

To get unbiased opinions on the show starring the most divisive couple of influencers, we brought the show to the only place where nobody knows them: Golferenzo, a tiny village of 187 citizens that are far away from this kind of gossip.

On 2 december 2022 alongside the mayor of Golferenzo and the help of the local authorities, we decorated the village in Ferragnez style and invited residents to the town hall to watch the screening of the two episodes of the show. We finally interviewed guests and asked for their ‘unfiltered reviews’ turning them into real film critics. The event attracts thousands of visitors turning the small town in a very trending place to visit.

The activity had an incredible resonance, reaching 3.1 million people and collecting 4.4 million impressions on Meta platforms, as well as 174,000 views and 100,000 watch time hours on YouTube. Furthermore, the content was able to generate more than 40,000 interactions on PV social channels.

Thanks to its funny and self-deprecating ToV, this project successfully managed to mitigate negative comments from Ferragnez haters, transferring their attention towards the fun side of the show. Indeed, it collected a strongly positive sentiment (94% pos), ultimately encouraging both Fedez and Chiara to share the video on their personal profiles.

The activation had an impact also on Golferenzo: the village recorded a search peak on Google, followed by a boom of visitors in the days and months after the release of our content.