Labello Studios: A Revolutionary Phyigital Activation
Labello Studios emerged as a groundbreaking phyigital activation, marking the relaunch of the iconic lip balm alongside the debut of the TikTok Labello Italia channel. This tailor-made project catered to the Gen Z audience and Labello’s digital community.
During Milan Fashion Week SS23 in Brera, a fully branded kiosk transformed into a pop-up store, offering an immersive experience to discover the brand’s latest innovations and limited edition merchandise. It also served as a content creation hub for influencers and the public alike.
The centerpiece of Labello Studios was “Dimmelo,” the “Labello Song,” an original track penned and dedicated to the brand by CLARA, an emerging voice in the Italian music scene and winner of Sanremo Giovani 2024. This branded content, with its immense potential for user-generated content (UGC), was unveiled during an exclusive live acoustic performance at the VIP Event. In true TikTok spirit, a 30-second cut became the official Labello sound on TikTok, complete with a dedicated choreography. Additionally, an exclusive music video, blending the brand’s aesthetic and color palette, was distributed across the brand’s digital channels.
The project’s success led to a remake during Sanremo 2024, where Labello Studios transformed into a full-fledged experience format. Just steps away from the Ariston Theater, a flower kiosk served as a vibrant hub and a perfect backdrop for 360-degree videos, thanks to a rotating platform available to the public. Hundreds joined in the fun, singing and dancing to the tunes of Dimmelo, resulting in over 500 videos produced during the event. Adjacent to the kiosk was a pop-up store featuring the latest Labello products and exclusive merchandise.
Adverteam spearheaded the creation of the song and music video, as well as the conceptualization of Labello Studios and its merchandise line. They also managed the production of Labello Studios during both Fashion Week editions and Sanremo, including the VIP Event.
