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The initiative turns a subject that people have often been embarrassed or fearful to talk about into an opportunity to share experiences openly and gladly. The social strategy involved opening, populating and generating interest in the hygiene and disinfection brand’s
Facebook page through a publishing plan and special initiatives.
Napisan is involving its fans in its 40th anniversary celebrations, with a game where they blow out the candles on the cake to win a huggy bear. The inbuilt virality draws in grandparents, uncles, aunts, mums and dads to boost everyone’s chances of winning. The initiative “Mums in charge with Napisan” encourages engagement with the brand and interaction among mothers.
Each month, 6 of Italy’s most influential blogging mums take turns in the editor’s hot seat, sharing their experiences and talking directly with all the other mums out there. The sharing process is spontaneous, as the fans respond by posting pictures of their children on the page, building up an impressive gallery.