We chose to engage users through a funny and hyperbolic approach and a simple insight: behind every second hand object there's a story to tell. To be more relevant, our stories are based on the social agenda and widespread events.

And what a better day than Valentine's Day to tell a story? Because love is good. But sometimes love ends. And you have a lot to tell about it. And a lot of your ex's stuff, too. So, on Valentine's Day, we publish a funny video to convince people to make money out of their love stories gone wrong.

Implementation: Our film was made entirely with stock royalty free videos. We published it on social platforms.

Timeline: we published the film on 13th february, a day before Valentine's Day, on Subito's official pages. We sponsored it for three days.

Placement: Facebook, Twitter and YouTube.

Scale: national.

3.500.000 views.

7.000 interactions.

More than 21.000 ads on Subito in two days compared to same days in 2016.

Only 3.500€ in media investment.

Data gathering: we found that a week before Valentine's Day is Red Tuesday, the most popular day of the year to break up with somebody. Farther, divorces grew by 57% since 2014. We found also that 45% of Italians betray the partners.

Target audience: men and women, 25-40 years old.

Relevance to platform: we choose Facebook as the main platform for our video. In Italy, Facebook is the biggest social network with the highest rate of active users (28 millions per month). And it's the 25-40 y.o favourite social network (36,5% of total users).

Approach: We published the video the day before Valentine's Day - when love is the main topic - and stimulated the conversation through social media.

Subito is the leader second hand marketplace in Italy. But second hand market is snubbed by Italians. Our brief is to make it cool and relevant on social media, working on brand's perception. And of course to get new users and increase ads on Subito.

So we started to tell stories to our users instead of just selling second hand stuff.