Italian National Deaf Association: The sign dance

Omnicom, a US media, marketing and corporate communications holding company, increased reach and media coverage for The Italian Deaf Association by partnering with influencers to create TikTok challenges.

Overview

The campaign goal is to spread the knowledge of Italian Sign Language among as many people as possible. To do so, we made a niche topic pop, using the trend of TikTok choreographies and matching ISL with the most famous Italian songs. To boost a non-profit activity - with a media budget of 0$! - the role of PR has been fundamental. Thanks to the authors of the chosen songs - who, driven by the project's importance, shared the content - and to the spontaneous participation of influencers and media, The Sign Dance has become an internet sensation in...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands