Case study

Boosting brand recall and engagement for Baci Perugina: the first seasonal sponsorship with Alexa

Alexa and chocolate

Baci Perugina is an Italian local confectionary brand by Nestlé. Its iconic product feature is to have a short romantic poem note wrapped inside each praline. The brand is very popular in Italy, with a high level of awareness and Valentine’s Day is its peak seasonal event, being Baci Perugina associated with romanticism.

Every year Nestlé wants to boost brand recall and customer engagement during the two weeks leading up to the event. For Valentine’s Day 2023, Nestlé wanted to create a memorable campaign for Baci Perugina, to engage its clients.

Therefore, Nestlé collaborated with Amazon Ads to create the first-ever seasonal sponsorship with Alexa implementing a full funnel media strategy that delighted customers during the Valentine’s Day season in consistency with the brand iconic tone of voice.
The Alexa team helped Nestlé to develop an Alexa skill for Baci Perugina. Every time a customer asked Alexa “Alexa, unwrap a Bacio”, it would respond with romantic phrases to signal the upcoming Valentine’s Day holiday while promoting the brand’s products.

Amazon's voice assistant brought back the most beautiful quotes, transporting customers to a world of romantic inspiration or simply making them interact in an unexpected way and surprising them with a different "good morning" than usual.
Among the sentences read by Alexa, customers could enjoy "I love you not only for what you are, but for what I am when I am with you" by the English poet Elizabeth Browning, but also "You have a place in my heart no one else ever could have" from writer Francis Scott Fitzgerald or "We were together, I forget the rest" from poet Walt Whitman.

During the flight period, the Alexa skill reached more than 45K unique users and had more than 174K Baci Perugina voice interactions.[1]
Additionally, the campaign also used Amazon DSP and Audio Ads to help bring awareness to the campaign, reaching more than 4.8M unique users with a Click-Through Rate (CTR) of 0.19% and a Detail Page View Rate (DPVR) of 0.50% (higher than local benchmark).[2]

[1] Source: Alexa internal data, Italy, 06/02/2023 to 14/02/2023. Results are based on early stage product adoption on the performance of a single advertiser and may not be reflective of future results.
[2] Source: Amazon internal data, Italy, 06/02/2023 to 14/02/2023. Results are based on the performance of a single advertiser and may not be reflective of future results.