Sgambaro's marketing strategy for this campaign was ambitious and well-planned. They chose to position themselves within the open-air sports context of Bibione Be Active, an event that attracts people of all ages and fitness levels who are interested in outdoor sports activities. The company collaborated with three local creators to be present at the "Sgambaro Arena" during key moments of the summer.

The primary goal of their storytelling was to convey the brand's message to a new audience through high-engagement initiatives.

The central theme of the campaign, of course, was Sgambaro pasta. However, the company adopted a unique and fresh approach. Instead of using traditional commercial content, they opted for natural and interactive formats that promoted joy, fun, and a sense of liveliness, all associated with Italians' favorite food. This choice proved to be particularly effective in engaging the audience and generating interest in Sgambaro pasta.

To reach relevant local influencers with a communication style aligned with the campaign, Sgambaro decided to collaborate with Roundabout. This partnership aimed to identify and engage the most suitable profiles for the campaign, streamlining the collaboration process.

The Sgambaro Arena, the beach, and the diverse audience in terms of age and interests provided the perfect backdrop for the comedic sketches created by Massimo, Alice, Alessio, and Luca. Through a skillful use of the elements at their disposal, these individuals managed to devise unique concepts for each piece of content they created, effectively conveying the story of Sgambaro and the values the brand intends to establish.

This translated into engaging and non-trivial communication, generating significant interest with an average engagement rate of 4.65%, far surpassing the market benchmark of less than 1%. The peak engagement reached an impressive 8.6% for the most prominent pair of creators.

In detail, the performance achieved by the profiles during the publications indicates a growing trend of interest in terms of comments and saves, which are the most suitable metrics for evaluating engagement and loyalty. There were a total of over 229,000 interactions, including more than 10,000 saves of the Reels that showcased the brand, products, and the Arena.

In relation to the primary communication goal, the most significant data remains that concerning brand awareness and strengthening, which translated into nearly 5 million impressions and over 4.5 million unique users reached through the total content published.