Digital Dust manages all of the digital PR activities for Diego dalla Palma Milano, historical Italian cosmetic brand well known for its expertise and the quality of its products.
Throughout the years a lot of different activities have been carried out, such as seedings and digital campaigns involving beauty, fashion and lifestyle influencers, generating a continuous online buzz on social media such as Instagram and YouTube.
Digital Dust created a strong bond between the brand and the influencers, continuously inspiring their interest and curiosity, always developing new creative ideas and creating appealing packagings to send the products to encourage the influencers to post numerous spontaneous contents on their social media profiles.
MY HAPPY TOY | DIGITAL CAMPAIGN 2022
For the launch of MY HAPPY TOY mascara by Diego dalla Palma Milano, Digital Dust conceived and coordinated a creative digital campaign, involving cross-sectional talents: lifestyle, ironic, artists and MUAs through a strategy designed to reach different targets and people.
Talents, such as Belen Rodriguez, Eleonora Carisi, Mattia Stanga e Roshelle have created engaging and funny contents on IG and Tik Tok, telling about the new mascara and its technical features, referring to the irreverent packaging.
MY HAPPY TOY | SEEDING LELO + SHH MILANO 2022
For the launch of the mascara MY HAPPY TOY by Diego Dalla Palma Milano, Digital Dust has conceived and coordinated a wide-ranging seeding activity starting from the creation of a creative concept to recall the irreverent packaging of the product.
For the occasion, Diego Dalla Palma has established two exclusive partnerships: one with SHH Milano, 100% made in Italy brand of handmade items and the other with LELO, famous brand of Sex Toys.
For SHH Milano, a custom-made and personalized box was sent, inside of which were added ducks and balls in the same pantone as the mascara and an embroidered and personalized slip with the campaign claim – Welcome To My Happy World.
For the partnership with LELO, on the other hand, a customized ad hoc box was sent with the exclusive MYHAPPYTOY mascara and a LELO sex toy inside to play with the irreverent shape of the mascara.
DIGITAL CAMPAIGN 2021
Digital Dust has followed and managed all the digital campaigns and seeding activities of Diego dalla Palma Milano throughout 2021. In these activities were carefully selected the talent, which could convey in the best way the values and characteristics of the brand.
The most important activities of the year are the confirmation for the second consecutive year of the collaboration of Belen Rodriguez and the launch of the Capsule Collection Belen x Diego dalla Palma Milano; the Linea Corpo and the involvement of Belen and Cecilia Rodriguez, Valentina Ferragni, Eleonora Carisi, Chiara Maci, Cristina Marino, Alice Basso and Federica Piccinini; finally, the second birthday of the second birthday of the most iconic product of the brand: the mascara MyToyboy and its smaller version, the Mini MyToyBoy. This launch included the involvement of performing and positioning talents: Giulia Salemi, Chiara Carcano, Maryna and Alessandra Rametta.
At the same time, Digital Dust designed and managed various seeding activities in conjunction with the brand’s commercial launches, involving numerous target talents who were able to create spontaneous and particularly creative contents.
The content shared by the talents contributed to increase the awareness of the brand and make it known to a wider audience, consolidating its online presence.
A total of 1.100 talents were involved, generating more than 2.400 contents including IG posts, reels and stories.
BELEN CAPSULE COLLECTION 2021
Digital Dust conceived and managed for the second consecutive year the successful collaboration between Diego dalla Palma Milano and top celebrity Belen Rodriguez.
The project included a long-lasting storytelling, which helped to bind the image of the talent to the brand and increase its awareness, especially in conjunction with the most important strategic make-up and skincare commercial releases.
In particular, on the occasion of the push of the world’s most irreverent mascara, MyToyBoy, video content was created with her sister, Cecilia Rodriguez, which expanded the campaign’s target audience.
The collaboration culminated in the creation of the second exclusive make-up Capsule Collection Belén X Diego dalla Palma Milano and Digital Dust took care of the development of the different phases of the activity, from the communication concept to the related social strategy.
Digital Dust also managed and coordinated the launch event of this collection with a meet & greet at the Pinalli beauty store in Bergamo that increased the offline and online resonance of the brand and allowed followers to meet Belen and learn about the exclusive Capsule.
The digital campaign was also accompanied by an important digital pr activity that involved more than 250 target talents to whom the exclusive Capsule Collection Belén X Diego dalla Palma Milano was sent. Several celebrities gave visibility to the make-up collection including Sabrina Ferilli and Anna dello Russo.
The numerous total contents that were generated created a strong online buzz and significantly increased the engagement of the brand community.
BELEN CAPSULE COLLECTION 2020
Digital Dust has designed and coordinated the project aimed at creating the exclusive Limited Edition Belén Capsule Collection born from the collaboration between Diego dalla Palma Milano and Belén Rodriguez.
Digital Dust has structured the storytelling to support the launch of the collection, overseeing the development of all phases and aspects of the collaboration aiming at giving an important communicative boost to the entire project.
MY TOY BOY
On the occasion of the launching of the new and innovative MyToyBoy mascara by Diego dalla Palma Milano, Digital Dust set up and managed a digital campaign and a seeding activity to boost the launch and increase the online buzz around it.
Four very well known lifestyle and beauty influencers were involved for the campaign: Belen and Cecilia Rodriguez, Chiara Biasi and Giulia Salemi. For the seeding activity instead more than 200 influencers were involved, all coming from very different fields like lifestyle, beauty, makeup, food, sport and more, so that a vast public could be involved.
215 contents were shared by 87 different talents, reaching a total of more than 20.600.000 followers.
SOCIAL MEDIA MANAGEMENT
Digital Dust has managed the Facebook and Instagram profiles of Diego dalla Palma.
Since 2015, Digital Dust has created a digital strategy with the aim of increasing brand awareness, engagement and consideration on official social channels, while increasing the appeal for the target audience.
The editorial plan has always been sales-oriented and in line with the brand’s commercial needs, making social media a showcase for the brand’s products.
The Instagram profile of the brand has recorded the following growth differentials over a period of 6 months (July – December), compared to the previous period:
FOLLOWER GROWTH RATE
In the same period, the brand’s Facebook profile recorded the following growth differentials:
FOLLOWER GROWTH RATE
Digital Dust has also designed and created ad-hoc photographic services, taking care of the art direction of different contents – still life or editorials – guaranteeing visual homogeneity and an image in line with the brand identity.