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ITA logo

From Italy to the world: Marketing internationally on LinkedIn

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.

The Results

In one lead generation campaign to attract investors for the Italian Startup Pool of Excellence, the Be IT Campaign exceeded both its own and LinkedIn’s platform benchmarks:

72%

peak Message Ad open rate

2,300+

High quality leads

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Objective

  • 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

Approach

  • 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

Success factors

  • High quality audiences: Precise targeting by demographic profile, coupled with support from LinkedIn 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.

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ITA logo

ITA - Italian Trade Agency promotes Made in Italy throughout the world, supporting the growth of Italian companies and contributing to the attraction of foreign investments in Italy. ITA works closely with all the stakeholders appointed for the internationalisation of the Italian market.

Headquarters:
Rome, Italy

No of employees:
501 – 1,001

Industry:
International Trade & Development

MAECI logo

Ministry of Foreign Affairs and International Cooperation is responsible for the State’s functions, tasks and duties in matters concerning Italy’s political, economic, social and cultural relations with other countries. Its duty, therefore, is to ensure that the international and European activities of Italy’s other ministries and government offices are consistent with the country’s international policy objectives.

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Headquarters:
Rome, Italy

Industry:
Government Administration

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