A St. Valentine story by Aua and Brainpull
A thousand sea glasses as transparent and colourful as love
Entrusting a real emotion to an object, capable of rousing it just at a glance, by caressing it between your fingers or simply holding it with you. A memory linked to a special and unrepeatable moment, to a place that remains in your eyes and heart, to a special person who always will be with you, even when far away. This is the magic contained in the Aua bracelets, which, together with Brainpull, celebrated Valentine's Day 2021, the feast day of all lovers, with the Together, anywhere campaign.
The memory of a smile
A world of bonds that smell of childhood
The first love story celebrated by Braccialetti Aua is the one between its founder, Francesco Morisco, and his beloved grandfather, with whom he used to collect sea glass and small treasures on the beach when he was a child. A sense of sharing, a love of craftsmanship and unique bonds: each bracelet holds the smiles and values of an enchanted childhood, embracing the intimate memory of an indelible bond and the ambition to fill the heart of every lover. The fascination of love and the desire to look at the world from a new, shared perspective, celebrating a feeling that is free from any rule or boundary. As deep as the ocean.
Aua was born in this way, and we at Brainpull fell in love with it.
Wrapped around your wrist
Aua: a gesture of love to tie around the wrist. And to watch online
A bond that goes beyond distance, held together by Aua bracelets and told on social channels together with Brainpull, a long-standing partner of the Italian brand, through the "Together anywhere: a St. Valentine story" commercial. Shot on the Scoglio dell'Eremita (Rock of the Hermit) in Polignano a Mare, the clip is all about the tender embrace of two lovers caressed by the wind, a feeling sealed by the Aua bracelets they wear on their wrists. A message of reassuring presence beyond time and distance and an invitation to think about nothing else but love: the "don't think about anything else" wording appears at the beginning of the video clip. A suspended and concrete thought of serenity, embodied by the famous bracelets made of smooth and colourful glass and tied to the wrists of the protagonists, overlapping their deep embrace in the wind.
A successful link, also in terms of sales
The Together Anywhere campaign, from a strategic point of view, was intended to promote the marketing of a bracelet combo, discounted by 20%. First of all, the strategy was developed keeping an advertising claim and a main content in mind, namely the video, which was then translated into specific formats for organic and ghost, with editorial cuts which were obviously different the Facebook, Instagram, Google and YouTube channels. We also integrated newsletter marketing activity with the social platforms, with the creation of specific DEMs and the constant updating of the database with leads that were acquired via social and the website with pop-ups aimed at promo recall. We also integrated influencer strategy among the employed touchpoints, involving 10 nano and micro opinion leaders in the lifestyle sector, who generated:
- 40 stories
- 40 mentions
- 100 k impressions
The Together, anywhere campaign was linked to the special LOVE20 promotion and a coupon for purchasing 2 Aua bracelets with 20% discount from the online shop. From January 28 to February 14, 155 coupons were used, resulting in a total of 447 items sold on the online store during the relevant period. A success that confirms the ever-growing trend for the brand during this Valentine's Day
YoY revenues in 2 weeks
YoY orders in 2 weeks