Client: Rolling Stone
Services: Netnography, Cultural Opinion Leaders Discovery and Analysis, Cultural Global Strategy
Rolling Stone wanted to launch a breakthrough brand focused on Italian food. The project aimed at speaking to a global audience and innovating the perception of Italian food internationally.
Rolling Stone needed to launch a set of media channels on Italian food skewed toward Gen Z and millennials in the American, British, Canadian and Australian markets.
The insight team knew the market, their official competitors and the need and opportunity to innovate the perception of Italian food internationally.
However, they wanted to make sure to reach as many target audiences as possible and truly speak to them.
Ultimately, they wanted to create a cultural moment around Italian food.
Part of the challenge was the timeline, which was particularly tight: they needed the insights to be delivered in 2 weeks, to start the production straight away.
Trybes helped Rolling Stone discover and understand the best creators, topics and strategies for launching a relevant and loved media brand.
The most efficient and effective way to break through the noise of nowadays media world is to get to the audience’s heart: the creators.