Voiello

Branded Content

The Master of Pasta

Voiello wanted to maximise the value of its partnership with the Italian version of MasterChef by leveraging its digital properties and creating an online contest – Voiello Master of Pasta.

Connexia was tasked with creating the contest’s graphic concept, developing a dedicated website, and handling the initiative’s communication on social media from the promo launch through to the end of the contest in March 2015, when the first winner of Voiello Master of Pasta was named.

Over 45,000 users voted for the Master of Pasta from January to March 2015, 289 new tweets used the #masterofpasta hashtag, 40% more Facebook fans during the three months when the contest was live and over 712,000 views for the interview with the winner.

CASE STUDY IN 3 STEPS

challenge

Promote and maximise the value of the partnership with the Italian version of MasterChef.

solution

Create the graphic concept for the online contest, develop a dedicated website, and manage the initiative’s communication on social media.

result

Excellent user engagement: over 45,000 users voted for the Master of Pasta from January to March 2015, 289 tweets used the #masterofpasta hashtag, 40% more Facebook fans in three months, and over 712,000 views for the interview with the first Voiello Master of Pasta.