De’Longhi

The Italian De’Longhi Group produces over fifty brands, representing a wide range of household appliances. The company operates in 120 countries worldwide and employs 8000 people. The De’Longhi Group is continually developing innovative products so it can meet the customer’s demands with an eye for design. Each brand within the group contributes to this overall mission with its own brand identity.  

For each brand within the De’Longhi Group, usually a separate media strategy is developed. This approach focuses not only on the own values but also on the target group of each specific brand.  The extensive filter and search options of the Famework platform made it possible to take these brand’s specific characteristics into account. Three brands from the group’s portfolio – De’Longhi, Braun and Kenwood – were converted to individual brand data sheets. Then the matching engine of Famework generated, for each brand separately, the best matching content projects for accurate brand integrations.

The De’Longhi brand was integrated, by means of a coffee machine, in the successful fiction series Déjà-Vu, that was uploaded in March on the Streamz platform. The two priorities were: visibility and brand recognition. However, the brands, Braun, and Kenwood, looked for content partnerships to enhance its own brand values, among which gender equality and the importance of health food and exercise. Both values are put into perspective in the project, the team ‘Kopvrouwen’, Cycling Vlaanderen. Women above 18 years of age can follow a free series of workshops and workouts to prepare a first cycling race. A partnership with Braun and Kenwood supports Cycling Vlaanderen to emphasize the message about healthy food. It also gives the brands the attention they need within the right theme and for the right target group.