By promoting a lifestyle worthy of those who strive for nothing but the best.
Under the De'Longhi brand, The Prima Donna Life campaign is a content marketing campaign that highlights individuals who are experts and trailblazers in their own field, who seek perfection and precision in everything they do — even in a cup of coffee.
The campaign includes original branding ideation, an online magazine, two social media channels, paid search and social media, and an advanced Customer Relationship Management (CRM) marketing automation that could generate and identify leads.
We conceptualised and designed the campaign's branding, starting with the logos. As the campaign progressed, its logo also evolved.
The website features stories about Asia’s specialty or artisanal coffee, and lifestyle stories that would resonate with the buyers’ persona.
The Prima Donna Life website houses all original content created by our team, including video highlights and engaging content on coffee, lifestyle and travel.
We ensured a natural connection between the content and the product itself; the Prima Donna Elite machine.
It’s not enough to create great content. Every story has to reach the right audience too. We fully manage and create the content on the brand’s Instagram and Facebook accounts, partnering with cafes as well as lifestyle brands who share our vision.
Each strategic post is created with the Prima Donna Life in mind, inspiring our fans through coffee, culture and travel.
A robust paid search and ad strategy creates brand awareness and resonance in our targeted audience. Through demographic segmentation according to location, age, gender and even behaviour, we are able to fine tune our strategy to precisely target the audience we want.
Each Prima Donna has a unique story to tell, so we made sure to create short films that are just as captivating. Produced and shot entirely in-house, our team conceptualised each piece after thorough research on inspiring and talented Singaporeans and Malaysians.
As a collective, the films provided a rare glimpse into the life and inspiration behind each individual, from the watchmaker to the floral artist, the woodworker or the independent publisher.
Salween Group Pte. Ltd.
143 Cecil Street, #25-01 GB Building, Singapore 069542
+65 6909 1375
c/o Black Knight Media Co. Ltd.
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