40.000 people looked at a melting popsicle. For one hour. Just to have the opportunity to buy a bathing costume by Gallo for the price of 1€.

1. Gummy Industries — Gallo
Watch this popsicle

2. PageGummy Industries August 2017
Gallo is a high profile
clothing brand,
struggling to get
relevant for younger
generations
2
The Brand

3. PageGummy Industries August 2017
The brand is
focused on being
unconventional:
Gallo produces
colorful socks for
eccentric people
3
The Brand

4. PageGummy Industries August 2017
Our goal?
Increase brand awareness between
Millenials and drive traffic to the
online shop.
And do something memorable.
4
The brief

5. PageGummy Industries August 2017
We had three problems.
People can’t keep attention.
Facebook organic reach is dead.
And we had no media budget.
5
The challenge

6. PageGummy Industries August 2017 6
The insight
We wanted to sell
a new product: a
series of very
colorful bathing
costumes.

7. The idea
1

8. PageGummy Industries August 2017
A Facebook Live promotion
with melting popsicles
8

9. PageGummy Industries 9
A popsicle takes
approximately
one hour to melt.
It’s colorful and it’s the
perfect summer product.
Moreover, the Gallo
costume pattern
features… ice creams
and popsicles!
August 2017

10. PageGummy Industries 10
We placed four melting
popsicles in a Facebook
Live video
The popsicles hid a
coupon code
that led to a heavily
discounted product:
a bathing costume for 1€
August 2017

11. PageGummy Industries 11
The campaign was
announced by a teaser,
posted on Facebook
the day before
August 2017

12. The outcome
2

13. PageGummy Industries August 2017
40.000 people connected to the Gallo
Facebook Page to watch the Live
13
The results

14. PageGummy Industries 14
Our target was
astonished.
August 2017
The results

15. PageGummy Industries 15
They couldn’t believe
what they were seeing.
And they couldn’t stop
watching!
August 2017
The results

16. PageGummy Industries 16
Most people loved it.
The Facebook Live video
was shared 100 times.
August 2017
The results

17. PageGummy Industries August 2017
The Gallo website
multiplied its traffic
by 8 times
17
The results

18. PageGummy Industries August 2017
The bathing costumes
page had 12 times the
usual traffic
18
The results

19. PageGummy Industries August 2017 19
The results
And the website visitors were
younger than the usual public
Usual target
Campaign days

20. PageGummy Industries 20
A couple of big
Facebook pages
shared our content.
That granted us
an even broader
reach.
Thanks,
Curiosità Golose!
August 2017

21. PageGummy Industries August 2017 21
The results
People connected at peak 660
People that interacted 5.000
Facebook Live Views 40.000
People reached 300.000
Facebook community growth +16%
Traffic on website +800%
Newsletter subscribers +1.000%
Website crashed yes
Media push 0 €
The campaign
performance has
been incredible

22. Thanks for watching!