{"id":25,"date":"2026-04-15T19:42:11","date_gmt":"2026-04-15T19:42:11","guid":{"rendered":"https:\/\/bebrand.hu\/esettanulmany\/gancia-pezsgocsalad-influenszermarketing-kampany\/"},"modified":"2026-04-15T19:42:11","modified_gmt":"2026-04-15T19:42:11","slug":"gancia-pezsgocsalad-influenszermarketing-kampany","status":"publish","type":"case_study","link":"https:\/\/bebrand.hu\/sk\/esettanulmany\/gancia-pezsgocsalad-influenszermarketing-kampany\/","title":{"rendered":"Marketingov\u00e1 kampa\u0148 zna\u010dky \u0161umiv\u00e9ho v\u00edna Gancia zameran\u00e1 na influencerov"},"content":{"rendered":"<p><strong>Influencer marketing generuje zna\u010dn\u00fa medi\u00e1lnu pozornos\u0165, ale jeho skuto\u010dn\u00e1 hodnota spo\u010d\u00edva v sprostredkovan\u00ed posolstva zna\u010dky.<\/strong> Strategick\u00e1 marketingov\u00e1 komunik\u00e1cia zabezpe\u010duje autentick\u00e9 a presved\u010div\u00e9 prezentovanie zna\u010dky. Kampa\u0148 \u201eGancia Pezsg\u0151csal\u00e1d\u201c je dobr\u00fdm pr\u00edkladom efekt\u00edvneho vyu\u017eitia influencer marketingu.<\/p>\n<ul>\n<li><strong>Zna\u010dka:<\/strong> Rodina \u0161umiv\u00fdch v\u00edn Gancia<\/li>\n<li><strong>Platforma:<\/strong> Instagram<\/li>\n<li><strong>Obdobie kampane:<\/strong> september 2021 \u2013 janu\u00e1r 2022<\/li>\n<li><strong>Cie\u013eov\u00e1 skupina:<\/strong> Vekov\u00e1 skupina 18\u201335 rokov<\/li>\n<\/ul>\n<p>Cie\u013eom kampane bolo zv\u00fd\u0161i\u0165 povedomie o zna\u010dke a podpori\u0165 predaj po\u010das k\u013e\u00fa\u010dov\u00e9ho sviato\u010dn\u00e9ho obdobia. Hist\u00f3ria zna\u010dky Gancia siaha a\u017e do roku 1850, kedy Carlo Gancia zalo\u017eil v Piemonte prv\u00fa rodinu vyr\u00e1baj\u00facu \u0161umiv\u00e9 v\u00edno v Taliansku \u2013 dnes je t\u00e1to oblas\u0165 s\u00fa\u010das\u0165ou svetov\u00e9ho dedi\u010dstva UNESCO. Zna\u010dka po celom svete reprezentuje taliansky \u017eivotn\u00fd \u0161t\u00fdl a oslavovanie.<\/p>\n<h3>Realiz\u00e1cia kampane<\/h3>\n<p>Po d\u00f4kladnej anal\u00fdze profilov sme vybrali 33 mikroinfluencerov z oblasti \u017eivotn\u00e9ho \u0161t\u00fdlu, aby sme zabezpe\u010dili d\u00f4veryhodn\u00e9 reprezentovanie zna\u010dky. Ka\u017ed\u00fd influencer zverejnil na Instagrame pr\u00edspevok v kan\u00e1li a obsah v pr\u00edbehoch o produktoch Gancia v sviato\u010dnej atmosf\u00e9re. Pr\u00edspevky boli zameran\u00e9 na int\u00edmne sviato\u010dn\u00e9 okamihy, Vianoce a pr\u00edpitok na lep\u0161\u00ed rok. Obsahy boli <em>#gancia #Prv\u00e1 talianska rodina \u0161umiv\u00fdch v\u00edn #drinkbeauty<\/em> pou\u017e\u00edvali sa hashtagy.<\/p>\n<h3>V\u00fdsledky<\/h3>\n<p>Celkov\u00fd po\u010det sleduj\u00facich t\u00fdchto influencerov dosiahol pribli\u017ene 900 000 \u013eud\u00ed. Obsah sa u 256 000 pou\u017e\u00edvate\u013eov zobrazil 268 565-kr\u00e1t. Pr\u00edspevky vygenerovali takmer 30 000 lajkov a 790 koment\u00e1rov. Po\u010det zobrazen\u00ed pr\u00edbehov bol 69 000 \u2013 pozoruhodn\u00fd v\u00fdsledok v obdob\u00ed klesaj\u00facej pozornosti.<\/p>\n<p>Obsah kampane dosiahol vizu\u00e1lnu kvalitu na \u00farovni \u010dasopisu, \u010d\u00edm \u00fa\u010dinne sprostredkoval sofistikovan\u00fa atmosf\u00e9ru zodpovedaj\u00facu pr\u00e9miov\u00e9mu postaveniu zna\u010dky Gancia.<\/p>","protected":false},"excerpt":{"rendered":"<p>33 mikroinfluencerov, 900 000 sledovate\u013eov, takmer 30 000 lajkov \u2013 sviato\u010dn\u00e1 kampa\u0148 pr\u00e9miovej zna\u010dky \u0161umiv\u00e9ho v\u00edna na Instagrame.<\/p>","protected":false},"featured_media":26,"template":"","case_category":[2,4],"class_list":["post-25","case_study","type-case_study","status-publish","has-post-thumbnail","hentry","case_category-influencer-marketing","case_category-social-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Gancia Pezsg\u0151csal\u00e1d influenszermarketing-kamp\u00e1ny - 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