NIŪ, an Italian company founded in Friuli Venezia Giulia, has been producing women’s clothing and accessories collections for more than 20 years and it is present in more than 400 boutiques in Italy and 250 in Europe and the rest of the world.
The brand has chosen PM2 to outsource coordination of all marketing activities, commissioning the agency for both strategic consulting and creative coaching.
The collaboration, which began in spring 2023 with projects to support the SS24 collection and the creation of an event dedicated to the international sales network, continues today with an integrated communication plan to support brand awareness and loyalty in the end customer, in Italy and abroad.
All of this while conveying and enhancing the soul of NIŪ, a tale of emotions and atmospheres of faraway places, lands where the Style team ventures several times a year in search of the inspiration that only travel allows to find.
An important commitment for the agency in these months also in terms of content production. In addition to managing the photographic and video productions for the collections, PM2 is in fact in charge of the editorial strategy and the management of the brand’s social channels, Instagram, Pinterest and LinkedIn, with related digital advertising activities to support them.
A community, the online one, very important for the company and growing also in Europe, interested in fashion and in the stories of places and people that NIŪ interprets with its own style in every look.
“The collaboration between PM2 and NIŪ goes far beyond the publication of posts.
Ours is a synergistic and strategic effort aimed at strengthening the brand’s digital identity, enhancing its global visibility, and inspiring its devoted community.
The static and dynamic content we publish is crafted from communication plans designed to best express the brand’s values and vision.”Greta Ottomeni, Social Media Manager of PM2.
PM2 proudly unveils its latest communication project, executed with boundless enthusiasm, for client Adria Mobil a Slovenian manufacturer of top-tier recreational vehicles.
The purpose of the activity was clear: to carve out a distinctive niche compare to competitors, establishing a long-term competitive advantage and consolidate the brand value and its perception.
After an accurate market analysis, PM2 led Adria Mobil in the definition of a new communication strategy that artfully accentuated the three hallmarks that have always distinguished Adria from competitors: premium quality, cutting-edge design, and relentless innovation.
Chiara Bergianti, Project Manager PM2, says: “Market instability called for a step forward in Adria brand marketing and created the perfect opportunity for Adria Mobil to review the communication strategy.
Cooperating closely with the client, PM2 unearthed an inherent yet unexpressed brand value —the premiumness— which is highly alluring to consumers. This approach guided us toward identifying more cohesive visual elements and adopting greater clarity in content presentation across all major communication platforms, with a resolute focus on Design and Innovation.”
Elevating Catalogs to a New Standard
PM2 played a pivotal role in redefining catalogues, moving from the traditional presentation of the entire product range to single product catalogs for each category. Drawing inspiration from the automotive sector, the new design boosts content’s effectiveness, adding significant value to each product. This approach helps consumers explore Adria Mobil’s offer more thoroughly and enjoyably.
The new role of the Magazine
To boost how user see the brand, PM2 upgraded Magazine Inspirations, making it a bigger part of the website. The Magazine now presents streamlined brand content, highlighting design awards, important partnerships, sustainability initiatives, and community engagement. It also shares stories from passionate brand fans. The Magazine stays lively, providing an interactive and engaging experience for website visitors.
The new website
PM2 also led the website’s transformation, now boasting a clearer, premium category segmentation. Brand-focused content imparts greater value to the brand itself. Whether presenting products or focusing on brand content, a consistent emphasis on design, innovation, and technology prevails.
“The study stage plays an important role in crafting an effective strategy for a complex, multichannel project. To be able to better enhance the brand Adria Mobil, we improved our knowledge in different sectors, from automotive to design, from the world of travel to the luxury field. Notions that allowed us to create a minimal, innovative and definitely premium communication” comments Elisabetta Bin, PM2 Art Director.
Adria Mobil presented all the news during two of the most important trade exhibitions in the industry, at Düsseldorf International Caravan Salon (27th August – 5th September) and the Parma Camper Show (9th-17th September).
“For 23-24 we decided to renovate the Adria brand communications, with the support of the team at PM2 to better reflect our market positioning, product offer and to be more online, especially phone oriented. This was a large and complex project, which included a new international web platform with integrated online live brand magazine and new printed catalogues. PM2 were instrumental in driving this project with insight, creative and project management support. A first class effort!” Neil Morley, Adria Mobil Marketing Director.
Chiurlo, a Friuli-based multi-utility among the most important on the energy scene in Northern Italy, with 120 years of history and over 250 employees in 4 operating locations, has been joined by PM2 as a communication partner since 2022.
The collaboration, which began with a focus on promoting and sustaining the development of the GAS e LUCE business unit, has continued to support corporate and product.
PM2 was initially given the task of devising a communication campaign to convey the brand values in which the company has always recognised itself, i.e. strong roots in the territory and the link with the people who live there.
Hence the claim Since 1901 the energy of your people, the creative concept behind the advertisement, for a multi-subject campaign that has chosen illustration as its visual style.
Further proof of the bond between Chiurlo and Friuli Venezia Giulia is the act to give space to the region’s young talents, who build an authentic and original message through their creativity.
PM2 and Chiurlo launched and followed a contest addressed to the students of the Liceo Artistico G. Sello of Udine, inviting them to elaborate illustrations capable of interpreting the main landscape-architectural elements of some of the main municipalities in which the company is present.
About ninety projects were then evaluated by a jury, consisting of selected members from Chiurlo, board of the Liceo Artistico G. Sello and the agency, to select three winners who, through their illustrations, became the protagonists of Chiurlo’s new communication campaign, spread across the local media, social media and OOH.
“Energy is a fundamental resource for everyone, even the youngest, who often feel distant from this important issue. To make them closer to the topic and make them aware of the use of this primary good, we decided to hold a contest that, through creativity, allowed them to learn more about this world and to represent it by showing their talent” comments Alex Della Mea, Art Director of PM2.
Creating one of the most extensive and sustainable networks of recharging stations for electric vehicles, placed in many points of interest in Italy and Europe, is the goal of GASGAS.
Born as a start-up in 2021, the company has evolved in a very short time to become one of the main players in the Italian panorama of electric vehicle charging systems.
PM2 has supported this journey from the very beginning, helping GASGAS to set targets to be achieved, from a very early stage of crowdfunding to the definition of its positioning and the development of its image, which was then translated into all its communication tools.
An intense and stimulating path that began with the design of the logo and coordinated image.
In line with the brand’s revolutionary personality, the PM2 team has made some original and courageous choices, including the use of bright and strongly characterising colours.
A creative decision that responds to the brand’s strategic need to distinguish itself from other competitors on the market.
In fact, GASGAS is a reliable, flexible, smart and sustainable partner and this qualities are still today one of the main strengths of the company.
To implement brand awareness and acquire new leads among the target audience, e-drivers or future e-drivers and owners of points of interest, PM2 created numerous presentation tools including video materials, landing pages and sales documentation with dedicated content. At the end, the agency realised a company profile where the innovative GASGAS business model is clearly presented, highlighting the project’s distinctive features, philosophy and strength.
The results were overwhelmingly positive and allowed GASGAS to carve out a relevant place among the big names in electric mobility, opening up access to the sector’s most important trade fair: Key Energy, an event where the brand participated with two stands – customised ad hoc by PM2 – in 2021 and 2022.
All the content created by PM2 was also declined on GASGAS social media, creating graphics and texts for Meta and LinkedIn posts.
“Working with a start-up involves quite different logics compared to those of an established company. The challenge is about defining a vision and building a journey for the company’s growth. With GASGAS, the fruits of teamwork arrived very quickly: an interesting case to prove that the best things are always done in two”, comments Sara Nadalutti, Account Manager at GASGAS.
Azzurro2000, a Summer Camp running from June to August in Lignano Sabbiadoro (UD) and aimed at children and teens aged 6 to 17, has chosen PM2 as its online promotion partner.
The agency was asked to activate and manage adv campaigns on Meta platforms (Facebook and Instagram) and on Google (Google Search, Display and Performance max) with the aim of inviting users -the operation was aimed at an adult target audience of parents or relatives- to go to the Azzurro2000 website and finalize their children’s enrollment in the summer camp by filling out a form and paying a deposit as a guarantee.
The results were not long in coming.
The adv campaigns, online from March 1 to May 31, 2023, a period chosen because it was before school closures and convenient for summer family organization, resulted in the registration of more than 300 entries, of which more than 30% of the total came specifically from Meta or Google adv campaigns.
Also, several enrollments registered on the website (more than 10% of the total) were influenced by the adv campaigns, despite their conversion was actually through the organic channel (using search engines, referrals, directly, accessing the website).
This is because, as of today, the path to conversion by the user on the web embraces increasingly complex stages and interactions and, while it is correct to say that adv campaigns act as catalysts for initial interest, it is equally accurate to note that the combination of organic search, interaction with valuable content on the website and engagement through social channels, plays a crucial role in driving users toward final conversion.
“The work done for Azzurro2000 is the result of a structured process that requires a careful digital marketing strategy, in which one must be able to offer an engaging experience, providing relevant information and creating a bond of trust and transparency with the target audience. The excellent result obtained testifies and confirms PM2’s skills in this area,” comments Marco Seriau, Digital Project Manager.
Palmanova Village, one of Friuli’s shopping destinations, has once again relied on the creative direction and leadership of the PM2 team to develop and coordinate a series of spring events open to the public and held during weekends in April and May 2023.
At the center of the project, the “Moments in Bloom” concept, with which the Palmanova Village marketing team wanted to celebrate the arrival of spring, transforming the well-known Friulian shopping destination into a real flowery location and full of activities and entertainment initiatives. PM2 was commissioned to decline the concept into 4 weekends of events and a fifth maxi-event dedicated to the Village’s 15th birthday celebrations.
The scenography, conceived and coordinated by PM2 for the weekend’s 4 micro-events, included a flower market placed in the center of the Village’s central square. Inside, many small stands for the direct sale of fresh flowers, hand-painted cotton bags, floral-themed hairstyles, children’s handicraft workshops, as well as a display of jewelry and other handicrafts made from naturally dried flowers dipped in resin.
Palmanova Village’s 15th birthday celebrations were held in the afternoon of May 13 and featured an exceptional guest: Ernst Knam, one of the world’s most famous pastry chefs and Maître Chocolatier, best known to the general public especially in his role as a judge on the TV show Bake Off Italia. In front of a packed audience of visitors, coming not only from Italy, but also from neighboring Austria, Slovenia and Croatia, Chef Knam gave life to a show cooking of haute chocolaterie and distributed to the public more than 1,500 pralines, created especially for the occasion and inspired by spring and the blooming of flowers.
The event, concluded with the traditional cake cutting, live music and open bar with flower cocktail, allowed Palmanova Village to give visitors an exclusive day.
“We are extremely satisfied with the result”, comments Giada Marangone, marketing manager of Palmanova Village. “We have been collaborating with PM2 for several years now and we have already signed other important events with them, such as the celebration of our 10th birthday and the photographic and video reportage of Art is in the Land, the interdisciplinary environmental regeneration project by international street artist Geometric Bang that changed the Village’s aesthetic, transforming it into an open-air art gallery. We are pleased with the partnership and organizational support provided by the agency that led to the realization of these important projects, which are highly appreciated by national and international customers who choose Palmanova Village as a destination not only for their shopping but also as an experiential destination”.
“This project allowed us to bring several of our skills into play: from supporting the client in grounding the creative concept, to organizing and coordinating the various activities and the many external partners”, explains Cristiana Feruglio, project manager at PM2. “The great success of the birthday event but also of the micro-events during April and May once again confirm PM2’s ability to interpret and respond to client requests with effective, high-impact ideas and tools and with a work team that passionately organizes and coordinates each step of the process”.
ERGOTEK, a Friuli Venezia Giulia based company specialising in production of upholstered seating and furniture for the Health&Care sector, has chosen PM2 as strategic and creative partner for the management of its communication.
The agency, thanks to the synergic work of the different units, realised an integrated project with the objective of strengthening ERGOTEK’s brand reputation and, at the same time, increasing its brand awareness in the Italian market towards its core targets.
After a careful analysis of the scenario where ERGOTEK is active, the PM2 team worked on defining a coherent and credible brand positioning, focusing on the brand’s values, personality and value proposition.
The strategic path was followed by the definition of the new Designed for Good Living concept, a synthesis of the company credo as a combination of design, comfort and functionality in the service of people’s well-being.
The claim therefore served as a guide to the restyling of the logo and of the new corporate image, which was translated into the various communication channels.
Finally, PM2 designed the new corporate website – taking care of design and content -, developed sales support materials and devised the new content strategy for the brand’s Pinterest and LinkedIn channels.
“Furniture has always been one of the core sectors of our agency, which, alongside Ergotek, has been able to put its know-how to good use in a segment as complex as Health&Care.
Being able to best interpret the spirit of the brand, finding the right key to combine design, functionality and attention to the person, was stimulating for the whole agency, both from a professional and human point of view,” says Filippo Girardi, Client Director of PM2.
PM2, once again, demonstrated its skills in offering innovative and engaging marketing solutions by creating a product placement project for Fjällräven, a leading Swedish company in the production of outdoor clothing and a long-standing client of the agency, which brought the brand’s products into an important italian film.
Backpacks, jumpers, jackets and many other products from the arctic fox brand made their way into the sentimental comedy Una gran voglia di vivere, a film by Michela Andreozzi, based on the novel with the same name and produced by Paco Cinematografica in collaboration with Prime Video and RTI, with a nationally renowned cast that includes Fabio Volo and Vittoria Puccini as the main characters.
Frequently worn by the protagonists, Fjällräven products were strategically placed into some movie’s key scenes, a choice made with a dual aim: increasing brand awareness and reaching a wider audience, capitalising on the popularity and reach of this film, distributed on Prime Video.
PM2’s product placement project for Fjällräven in the film Una gran voglia di vivere confirms the strategic importance of this form of advertising, offers a tangible example of how companies can gain significant visibility through creative synergies with the world of cinema and streaming, and proves once again the agency’s ability to best support individual brands with dedicated activities.
“Product placement is an highly effective advertising tool, capable of reaching public in a discreet but powerful way. In the case of Fjällräven, we took the opportunity to have the products appear within a setting and context of use fully in line with the positioning of the brand, and to see them worn by the main protagonists of the story,” comments Elena Di Giusto, PR Account Manager at PM2.
Since 2022, the Italian division of Germaine de Capuccini, a leading Spanish company in the production of professional cosmetics, has chosen PM2 as its partner for on and offline communication activities aimed at B2B and B2C targets.
The agency was tasked with identifying effective strategies to increase brand awareness and support the development of the beauty centre network. This multi-pronged work involved all of the agency’s units – Digital, PR and Communication – which carried out dedicated projects according to their objectives.
In particular, PM2’s Digital Unit studied and launched social campaigns with the aim of expanding the network of beauty centres associated with the brand on an Italian basis.
On the one hand, an attempt was made to attract the attention of beauty institutes not yet affiliated with the brand, through the creation of campaigns focusing on the distinctive features of the new machines, indispensable for the success of beauty centres’ activities.
On the other, campaigns were set up with the aim of inviting the end consumer to experience the benefits of the treatments offered by centres associated with the brand.
“We are very satisfied with the results achieved so far and will continue to work with determination to ensure that Germaine de Capuccini confirms its leading role in the skincare sector. Our aim is to convey the excellence and distinctive value of the brand, offering exclusive experiences to different target audiences, while maintaining effective communication that reflects the authenticity and quality of the brand,” says Marco Seriau, Digital Project Manager at PM2.
Beauty salons were also the focus of the work of the agency’s communication unit, which produced communication materials for the trade aimed at both points of sale and social media and designed to present the new Germaine de Capuccini promotions and treatments available in the centres.
The agency also worked on projects aimed at the B2C target.
In particular, PM2’s PR unit handled digital PR activities and launched an Influencer Marketing campaign on Instagram aimed at the launch of the anti-ageing treatment Timexpert Hydraluronic on the Italian market. The agency’s team identified and selected the most coherent profiles, started a collaboration with them and monitored the content produced step by step, with the aim of generating awareness, supporting sell-in to existing customers and, consequently, sell-out, and increasing traffic to the brand’s points of sale.
In addition, PM2 guided Germaine de Capuccini in identifying events and activities that could increase its notoriety among consumers. Among the proposals, the StraWoman, a stage race in major Italian cities, which promotes women’s health and well-being, was selected. The brand was sponsor of the Milan stage and chose to entrust the agency with the realisation of stands, flyers and social media posts to promote the event.
“Entering a fast-growing sector such as cosmetics is certainly stimulating and exciting. Doing it alongside a leading brand like Germaine de Capuccini is a unique experience, which we at PM2 are proud to experience project after project, putting our skills to the test.” Marta Clocchiatti, Account at Germaine de Capuccini.
Snaidero, an historical italian design company specialized on the production of high-quality kitchen, has chosen PM2 to manage communication for the 2023 edition of the Design Week. The agency was asked to devise strategy and create communication tools for the B2B and B2C markets. Twofold objective: communicate the company’s dynamism and present its new design opportunities for customizing their kitchens, with a specific focus on new materials and finishes.
The project has involved all the agency units (communication, Pr and digital), which worked together and synergistically to define strategy, creative concept and functional activities to achieve the result. As far as product innovations are concerned, the first step was to design a digital Sales Tool exclusively aimed at Snaidero dealer, which was presented at the sales meeting that preceded the Design Week. An innovative tool, updatable and tailored to the needs of the sales force, which introduces the design innovations and helps the professional in his work through a map of materials and an explanatory video also created by PM2.
In order to communicate the company’s research work on materials and finishes to the B2C target audience, PM2 developed the creative concept “Material Revolution”. This idea guided all the activities and activations during the week of the Salone del Mobile and saw its highlight during the 20 April show at the Snaidero showroom in Brera. After a selection phase, PM2 involved the artists Verde Alfieri (jewel designer) and Filippo Bello (3D artist) in the creation of analogue and digital artworks, inspired by the new Snaidero materials. The result was a collection of 5 handcrafted necklaces and 5 digital 3D works, respectively created using the new 2023 Snaidero materials range. The artworks were displayed directly on the showroom’s Snaidero kitchens and showed to the public throughout Design Week. Furthermore, the necklaces, worn by five models, were the protagonists of the defilé organised by PM2 on the evening of 20 April, a unique moment that saw the worlds of design, fashion and jewellery communicating together, attracting the attention of the more than one hundred guests invited to the event and numerous passers-by.
PM2 applied the concept to better communicate to the media as well – with press office and PR activities – on Snaidero’s social channels – producing ad-hoc content and strategically supporting the company – and to the trade target with additional dedicated materials.
Concurrently, PM2 also worked on the concept of the “Everyday meraviglia” advertising campaign, which was planned in the main Italian design & architecture magazines and in the main Italian daily newspapers, and the video spot, which was aired on the screens of the Milan Metro stations during the Salone week.
“We know we can give our best when we work and propose integrated communication strategies. The project we carried out for Snaidero is an example: it allowed us to work by pooling all the skills of the agency, achieving a quality output that brought concrete results to the client and that makes us very proud indeed,” says Giacomo Miranda, CEO of PM2.
“Working alongside Snaidero during Design Week was exciting and stimulating. Thanks to collaboration and teamwork, we were able to realise an original and creative project, which allowed the entire PM2 team to express their skills and meet the customer’s expectations.” Alessia Toppan, Pr Manager at PM2.
