| Title | FUNKY RIGATONI BARILLA |
| Brand | BARILLA |
| Product/Service | PASTA BARILLA |
| Category |
E07. Use of Original / Licensed / Adapted Composition |
|
Entrant
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WE ARE SOCIAL Milan, ITALY
|
|
Idea Creation
|
WE ARE SOCIAL Milan, ITALY
|
Credits
| Alessandro Sciarpelletti |
We Are Social |
Executive Creative Director |
| Daniele Piazza |
We Are Social |
Executive Creative Production Director |
| Andrea Fumagalli |
We Are Social |
Creative Director |
| Stefano Cucinotta |
We Are Social |
Creative Director |
| Laura Venuti |
We Are Social |
Senior Creative |
| Daria Paraboni |
We Are Social |
Art Supervisor |
| Camillo Addis |
We Are Social |
Art Director |
| Annelise Papaleo |
We Are Social |
Art Director |
| Giuseppe Schiavone |
We Are Social |
Editorial Supervisor |
| Fabrizio La Ferla |
We Are Social |
Editor |
| Enrica Barberis |
We Are Social |
Writer |
| Luca Di Palma |
We Are Social |
Account Director |
| Lucia Magni |
We Are Social |
Account Manager |
| Alessia Savino |
We Are Social |
Account Executive |
| Bruno Tecci |
We Are Social |
Head of Strategy |
| Marta Prosperi |
We Are Social |
Strategy Supervisor |
| Matteo Starri |
We Are Social |
Research & Insight Director |
| Donato Falonico |
We Are Social |
Research & Insight Supervisor |
| Biagio Bleve |
We Are Social |
Senior Research & Insight Analyst |
| Marisa Bacchin |
We Are Social |
Senior Research & Insight Executive |
| Giulia Di Fiore |
We Are Social |
Senior Research & Insight Executive |
| Sandro Amabili |
We Are Social |
Head of We Are Social Studios |
| Amalia Sylos Calò |
We Are Social |
Agency Producer |
| The Blink Fish + Ocular Lab The Blink Fish + Ocular Lab |
The Blink Fish + Ocular Lab |
Producer |
| Hoodooh Hoodooh |
Hoodooh |
Music production |
| OMD OMD |
OMD |
Media Agency |
Why is this work relevant for Entertainment?
Barilla captured a trend on TikTok dear to GenZiers and relevant for the brand (#EatABowlOfRigatoniPastaonMay242021).
The soundtrack Funkytown by Lipps Inc. was one of the main key elements of the movement that characterized almost every content produced.
Barilla joined the conversation by bringing something special to enhance the fun and entertainment on TikTok platform: "Funky Rigatoni", a revisited version of the movement’s music ("Funky Town") made specifically to celebrate #RigatoniDay on May 24th.
Barilla launched the soundtrack on TikTok using an 80’s-funky inspired video featuring easter eggs linked to the original Rigatoni movement.
Background
Situation: In January 2020, @jimmyrules32 posted a video on TikTok accompanied by a text inviting people to eat "eat a bowl of rigatoni pasta on May 24th 2021", to the rhythm of the song from the 70s/80s, "Funkytown". The set date, #EatABowlOfRigatoniPastaOnMay242021, was broadcasted on TikTok to the tune of the historic hit; amassing over 41 million views, giving birth to a real movement.
Brief and Objectives: Barilla aimed to enter TikTok by creating genuine-looking content, so jumped on the opportunity to join this already existing TikTok trend and joined celebrations with a revisited version of the movement's official music with a Rigatoni theme.
Describe the creative idea
Barilla brought something very special to the party of #EatABowlOfRigatoniPastaOnMay242021 on Tiktok: "Funky Rigatoni", a revisited version of the movement’s music "Funky Town" made specifically to celebrate Rigatoni Day on May 24th.
Describe the strategy
Starting from the new brand positioning "A Gesture of love" Barilla needed to build awareness and consideration for Gen Z. To do so the brand decided to gift the rigatoni lovers on TikTok with something that was relevant for them without being invasive in a platform where the community perceive brand activity often as invasive.
Barilla jumped on the opportunity to join the already existing TikTok trend by gifting the community with a creative asset that could not only exploit the conversation already happening around the rigatoni day but could be actually used by the community to create new content and leverage on their involvement to build brand awareness and consideration. The brand launched the soundtrack using two In-Feed Ads in which Funky Rigatoni told the world about Barilla's arrival on TikTok, in style. Moreover, to boost the operation Barilla partnered with one of TikTok’s most successful creators, @khaby.lame.
Describe the execution
Implementation:
Barilla launched the soundtrack on TikTok in a 15" and 60" version. The song was available on the TikTok music library for all users.
The launch music, videos were graphically inspired by the world of Funk and contained a number of movement-related quotes and easter eggs, including the most popular recall account, @RigatoniPastaCountdown, followed by over 130,000 people.
To kick-off the "Rigatoni Day" celebrations, Barilla as partnered with exceptional TikToker - Khaby Lame - who finally showed people how to eat the long-awaited bowl of rigatoni, with its unmistakable irony and the perfect soundtrack: Barilla’s Funky Rigatoni.
Timeline and Placement:
21-23 May 2021: Twitter Barilla teaser (most conversation happened on Twitter with reminders to #EatABowlOfRigatoniPastaOnMay242021) +TikTok Barilla BRAND IN-FEED VIDEO 15’’ + BIO update (sponsored)
24 May 2021: TikTok In feed @khaby.lame video (sponsored)+TikTok ONE-DAY-MAX PLUS @khaby.lame video (sponsored)+TikTok TikTok BarillaVIDEO 60’’
22- 24 May 2021: PR Outreach
Describe the outcome
AWARENESS:
How many people have seen the content? [REACH METRICS]
TOTAL GROSS REACH* (all channels, owned + earned) 11.1 MLN
BARILLA ECOSYSTEM REACH 4 MLN
ONLINE CONVERSATIONS REACH 788 K
INFLUENCERS ACTIVATIONS REACH 6.3 MLN
MEDIA OUTLETS PUBLICATIONS 34 (15 Italy + 19 international)
* Barilla Ecosystem Reach, Online Conversations Reach and Influencers Activations Reach
Has the message been received? [INTEREST METRICS]
VIDEO VIEWS 6” (hero video + influencer video) 2.74 MLN
COMPLETED VIDEO VIEWS (hero video + influencer video) 1.28 MLN
VCR (hero video + influencer video) 8.9%
CLICKS (hero video + influencer video) 31 K+
ENGAGEMENT:
How actively was your audience involved with the content? [ENGAGEMENT METRICS]
NET SENTIMENT (owned only) +40pp
ONLINE CONVERSATIONS ABOUT THE EVENT 7.1 K
CAMPAIGN MENTIONS 240
INTERACTIONS (TikTok engagements + organic) 1.9 MLN
ENGAGEMENT RATE 13.4%
N° CONTENT USING “FUNKY RIGATONI” TRACK 8.9 K generating 27,7 M views on TikTok