Client: Romantica Italia

Services: Netnography, Cultural Influencers Discovery and Analysis, Ethnography, Marketing Strategy

The Brief

Romantica Italia sought to expand its brand awareness from a small audience in Italy to a global presence, focusing on establishing itself as a leading destination wedding brand. The goal was to connect with a wider international audience while maintaining the luxurious and bespoke ethos that defines the brand.

To achieve this, Trybes Agency aimed to help Romantica Italia resonate culturally with its target audience, particularly across key international markets. The focus was leveraging cultural insights, building authentic connections through influencers, and designing a strategy that directly contributed to ROI.

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The Challenge

Romantica Italia faced the following challenges:

  1. Expanding Brand Awareness: Moving from a local audience to international markets required a strategy that resonated deeply across diverse cultural contexts, especially within the destination wedding space.
  2. Effective Target Audience Engagement: Connecting with their ideal consumers meaningfully, using authentic voices that could elevate brand consideration.
  3. Establishing Trust and Influence: As a luxury brand, Romantica Italia needed to partner with influencers who could authentically connect with niche audiences, ensuring brand trust and cultural relevance.

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The Solution

Ethnography and Netnography

Using digital ethnography, we mapped the brand's cultural ecosystem, exploring relevant subcultures, topics, creators and communities.

We then immersed ourselves in one of the world's main wedding events to generate deep insights into the target audience's needs, beliefs, attitudes, behaviours, language, and semiotics regardingĀ destination weddings.

Micro- and Nano-Influencer Discovery