Case study - Italian Trade Agency

Italian Trade Agency (ITA) and Ministry of Foreign Affairs and International Cooperation (MAECI) work together to promote #MadeInItaly around the world. To support the growth of Italian companies and help attract foreign investments into the country, they conceptualised the ‘Be IT Campaign’ to share Italy’s unique value proposition with a global audience including a variety of industry sectors.

Together with their main digital marketing agency Pomilio Blumm, ITA and MAECI use a multi-channel marketing mix to achieve this, with LinkedIn taking centre stage.

To promote the Be IT Campaign via its communication hub (www.madeinitaly.gov.it) while positioning Italy as the go-to choice for investors and buyers across 26 priority international markets
To solidify the country’s brand positioning, raise awareness, and generate quality leads among their target audience

An always-on strategy on LinkedIn with monthly campaigns rotated by industry
Narratives and creatives tailor-made for each campaign, with Custom Segment targeting to ensure relevant reach
Sponsored Content for top- and mid-funnel awareness and consideration, followed by retargeting warm audiences with Message Ads and Lead Gen Forms to nurture conversions

High quality audiences: Precise targeting by demographic profile, coupled with support from LinkedIn Marketing Solutions on using Custom Segments, enabled ITA and MAECI to reach precisely the right audience
Test-and-learn mindset: In addition to ongoing creative testing and optimisation, Pomilio Blumm uses manual bidding to maximise their budget. They start high to secure impressions before adjusting to find the optimal bid for each campaign.

"LinkedIn was one of our top choices for promoting #MadeInItaly worldwide. We know LinkedIn audiences are high quality, but, more than that, the platform’s innovative ad formats, such as Message Ads and Lead Gen Forms, fit perfectly with our narrative and marketing strategy. The LinkedIn Marketing Solutions team has also been very supportive helping us understand the platform deeper and utilise it to deliver outstanding results."

Giovanni Rodia
Institutional and Public Affairs & Communication Director
Italian Trade Agency
"Italy is known for its passion, creativity, heritage, style, innovation, and diversity. We want to showcase this to the international business community and help them understand what it means for their companies. LinkedIn is an excellent platform for this since we can target our messaging to specific audiences."

Franco Pomilio
CEO, Pomilio Blumm

From Italy to the world: Marketing internationally on LinkedIn

The Results

72%

2,300+

Objective

Approach

Success factors