Mom bloggers and brand entertainment: the concept could seem a bit unusual but it acquired sense Friday September 23rd at Appartamento Lago, in downtown Milan, with the presentation of Piccolini.com. A hybrid project that involves the bloggers in a new way: halfway between videoblog and editorial platform, six moms share their everyday experience in four thematic channels (Lifestyle, Cooking, Travels, Home & Crafts). Though videos and posts they give out quick and smart tips to solve problems that any digital mom could meet in her daily life.
Imille wanted to “let guests breathe in the project's spirit”, said Matteo Esposito, Agency CEO. An editorial project where the conversation’s rhythm is given by the people, moving from the brand that talks to people to the brand that lets people speak for themselves. Not easy because “it's like giving your house keys to a stranger”, said Pepe Moder, Barilla's Head of Digital.
So no location could be more ideal than Appartamento Lago, a house in which everybody was comfortable, sitting on the sofa and watching Piccolini's videos, chatting in the dining room in front on a glass of wine and looking at a live cooking performance by Natalia Cattelani, a blogger who prepared a funny and tasty recipe with a lot of kids.
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