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"Who the f*** is ABOUT YOU?": ABOUT YOU relies on We Are Era for market entry in Italy

December 2, 2021

Industry

ABOUT YOU, one of Europe's leading fashion online shops and fastest growing eCommerce companies, has relied on influencer activation from We Are Era for its market entry in Italy. We Are Era's Talent Agency acted as the matchmaker and activated more than 250 local influencers in Italy. The social media campaign "Who the f*** is ABOUT YOU" dominated the feeds of the most popular social media platforms for weeks. The Italian influencers Diletta Leotta and Giulia De Lellis, among others, were part of the campaign as brand ambassadors.

The launch campaign kicked off with a teaser phase around the question “Who the f*** is ABOUT YOU?” which was spread throughout the digital landscape of Italy and Spain by the influencers involved. The activation culminated in an exclusive event in Milan, where the mystery of “Who the f*** is ABOUT YOU?” was finally solved and the official launch of the fashion online shop in Italy was celebrated. The location was an iconic swimming pool from the 1930s. ABOUT YOU's awareness in Italy continued to grow in the weeks after the launch through engagement from the fashion-conscious community on Instagram and TikTok.

"With our ‘glocal’ marketing approach, we enabled ABOUT YOU to achieve massive early awareness during the launch campaign in Italy. As a pan-European partner, we have combined our local access to the most relevant influencers together with our global expertise from almost a decade of influencer marketing to achieve this," explains Elisa Merlo, Talent Partnerships Lead at We Are Era Italy. "We are pleased and proud that the campaign generated such a large, positive media response."

We Are Era acted as the central matchmaker for activating several hundred influencers and collaborating with over 15 top talent management agencies in the Italian market.   

It is We Are Era's second collaboration with the fashion online shop: The Italian launch campaign followed ABOUT YOU's equally successful market entry in Spain, which was also supported by We Are Era as matchmaker. Several hundred influencers were activated for the campaign, as well as famous celebrities such as footballer Fernando Torres and Georgina Rodriguez, model and girlfriend of Cristiano Ronaldo.

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