Premium Meets Performance: Integrated Launch Campaign for Alpina Fine Colors Lacquer

Background and Challenge

The premium "Alpina Feine Farben" ("Alpina Fine Colors") range, successfully established in the market since 2015, was expanded in 2021 with the innovative "Alpina Feine Farben Lack" ("Alpina Fine Colors Lacquer") collection. These high-quality lacquers transform objects made of wood, metal, and plastic into true design pieces – available in 32 modern color nuances plus four metallic shades as well as matte white and matte black. Selected nuances are also available as convenient spray lacquers.

The central challenge was to position Alpina as a competent color expert while simultaneously building awareness for the new product line. The goal was to inspire the target audience and increase their purchase intent – for a living experience defined by harmonious color combinations or elegant tone-on-tone designs.

Approach and Realization

The project team developed a well-conceived, integrated marketing strategy that intelligently connected various digital touchpoints. The campaign's centerpiece was a dedicated microsite on the Alpina website, complemented by a targeted social media strategy.

Starting in April 2022, a multi-phase campaign launched across Facebook, Instagram, and Pinterest, running through the end of 2022. The creative launch featured DIY reels during Easter time for the first time, perfectly embodying the brand's interactive and inspiring character. The campaign skillfully combined awareness and consideration measures across different deployment phases.

Results

The campaign exceeded all set expectations and reached millions of people across relevant channels. Through the perfect synergy of creativity, technology, and data-driven strategy, a model project for integrated marketing communication was created.

Alpina successfully positioned itself as a color expert for premium interior experiences. The target audience was not only reached but also sustainably activated – thanks to inspiring content that demonstrates how to create the perfect feel-good home with the right products.