PittaRosso understood that user-generated content (UGC) could be a game-changer in this regard, as it reduces advertising costs and increases conversions. As strong social proof, videos capture users' attention, appear more authentic, and are clicked within seconds, even before users realize they are ads. This helps avoid the phenomenon known as "banner blindness" and significantly increases the CTR, thereby reducing traffic costs. Additionally, UGC videos:

• Integrate naturally into users' feeds, avoiding the instinctive rejection of ads by users.
• Show the product in use by ordinary people, thereby generating trust and a sense of closeness.
• Help you save money; read more in this article.

The strategy is built on PittaRosso's core values, always in line with new trends and attentive to material research, with more focus on comfort and the awareness that one can be fashionable without being a fashion victim.

This led to the selection of three target groups (women, men, and kids) to authentically showcase the new collections, with a light, ironic, yet reliable Tone of Voice (TOV), in line with the TikTok user community. All of this is contextualized within the storytelling framework of "it's a PittaRosso story."

The integration of creator content within the advertising funnel on TikTok allowed for the optimization of advertising performance, achieving:

• X10 ROI (+32.8%)
• 7.75% Conversion Rate (+116%)
• +8% AOV

Everything with a reduced cost of -19% compared to previous advertising activities.

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