THE CLIENT

The client requiring the consultancy was Tobacco Free Kids, which is an advocacy organization working to reduce tobacco use and its deadly consequences in the United States and around the world.

THE GOAL

In 2015, the company started an in-depth research on the shifting strategies of tobacco branding, finding out that the world’s four largest private tobacco companies were using social media marketing to recruit young people to market tobacco products to their peers.
Therefore, the organization partnered with different researchers to get a culturally-nuanced and system-level understanding of how tobacco companies are using social media ecosystems to affirm their relationships with young consumers, and to promote cultural interrelationships between young people, their own culture and branded tobacco consumption.

THE PROJECT

The project covered a multi-site, multi-researcher, multi-language ten country (Russia, Ukraine, Egypt, Brazil, Uruguay, Italy, Indonesia, Philippines, Moldova, India, and some other parts of the Middle East, Latin America, and Eurasia) netnography in which social media data collection expanded into participant-observation of branded events, online and face-to-face interviews, document analysis, and investigation into major industry players and faciltators.

The project revealed that contemporary tobacco markets emerge as discursive negotiations and shared practices among stakeholders. The dynamics of the tobacco market system, including interconnected entertainment events, sponsorships, influencer relationships, and social media marketing, subvert and transform youth culture of smoking resistance, as well as activist discourse and practice. Brands in these markets engage in “activationism,” an emerging form of consumer activism mediated by technology encouraged by corporate brand activation campaigns.

These campaigns make sophisticated use of social media influence, rhetoric, and symbolism to prompt an immediate, massive, and culturally resonant call to action of consumers in favor of the brand, against consumption resistance. Unfortunately, these campaigns lead young consumers to go against their moral concerns that would prevent them from smoking, in pursuit of social media fame or payments from the brand. Additionally, brands, through this undisclosed social media recruitment, resist stringent regulations that would limit the advertising of their products.

THE CLIENT

The client requiring the consultancy was ArtCosmetics, a successful and innovative Italian B2B contract manufacturer operating in the global cosmetics market. ArtCosmetics partnered with LABCOM and Netnografica to explore the evolving perceptions of female beauty among Chinese cosmetics consumers.

THE GOAL

Their goal was to understand how these perceptions influence cosmetics preferences and routines of Chinese consumers, thereby informing the brand’s new product development efforts.
For this aim, LABCOM, in collaboration with other researchers, conducted a netnographic research involving social media & mobile apps observation and immersion and depth interviews.

THE PROJECT

The project elucidated the multifaceted role of various influences—including immigration trends, technological advancements, media exposure, financial dynamics, and cultural imaginaries—in shaping the beauty ideals of Chinese consumers. Furthermore, it conceptualized a convergence of these influences into global beautyscapes, which not only reflect but also redefine the notions of beauty, self-perception, and individual preferences among Chinese women. Additionally, the project provided in-depth insights into specific product attributes, such as preferred shades, fragrances, shapes, packaging designs, and persuasive messaging strategies, all of which were instrumental in guiding product development at ArtCosmetics.

THE CLIENT

The company requiring the consultancy was Stelline Foundation, a historic cultural institution in Milan renowned for its diverse range of cultural offerings including contemporary art exhibitions, photography displays, concerts, lectures, meetings, conferences, and educational workshops.

THE GOAL

The Foundation partnered with LABCOM to launch special communication project commemorating the 500th anniversary of Leonardo Da Vinci’s passing. Viewing this milestone as an opportunity to spotlight Milan’s cultural vibrancy, the Foundation envisioned leveraging Leonardo’s iconic figure to launch a communication campaign promoting the city.

THE PROJECT

To reach this aim, the Foundation and LABCOM developed a compelling online communication strategy centered around Leonardo’s figure and his anniversary, strategically harnessing his figure to showcase Milan’s artistic reality. The developed project crafted and meticulously oversaw an Instagram profile dedicated to Leonardo da Vinci, portraying him as a virtual influencer. On the profile, Leonardo, as an influencer, shared insights about the city of Milan and provided intimate glimpse of his past life, thereby fostering a deeper appreciation for both the city and the genius who once graced its streets.

THE CLIENT

Kantar is a leading global data, insights, and consulting company that helps businesses understand people and drive growth. With expertise across brand strategy, consumer behavior, innovation, and media effectiveness, Kantar serves various sectors like retail, finance, healthcare, and technology.

THE GOAL

Labcom and Kantar have formed an academic partnership aimed at supporting educational growth by training students in trend analysis and artificial intelligence applications within communication and branding. This partnership seeks to equip students with the skills to track industry trends and understand AI’s impact on contemporary marketing and branding professions.

THE PROJECT

As part of this partnership, an educational project is underway, involving undergraduate and graduate classes to train students in trend analysis techniques and to develop a trend monitoring system. This training initiative focuses on the role of artificial intelligence within communication and branding fields.