Bialetti, Chef Viviani Leverage Social Media For Brand Engagement

Bialetti, the manufacturer of Italian cookware and coffee makers, launched its ‘Autentico’ series of web videos featuring celebrity Chef Fabio Viviani earlier this year. Created as a branding tool to leverage the chef’s social media popularity and increase Bialetti’s brand awareness, Autentico has been posting short clips online and through social media platforms.

To date, Bialetti has released eight Autentico videos through the company’s YouTube channel and Facebook page with distribution support through the chef’s social media channels such as Twitter (@fabioviviani) and Facebook, as well as partnering with family and lifestyle bloggers. 

“Brands tend to struggle with how to bring their celebrity spokesperson into the consumer’s household without creating something that’s more like an infomercial. We intentionally decided to focus less on our product and more on the story telling, and that’s what has made this series so engaging,” Jason Vaske, director of marketing for Bialetti, said.

According to the company, the social media benefits have favored both parties. Not only has Viviani requested to do more videos, Vaske said, but the ‘Pasta Dos and Don’ts’ video that was launched on National Pasta Day was one of the celebrity chef’s top performing Facebook posts during the month of October, the company reported.

“Timing is everything, so you have to study your fans to see when historically what days and times they are engaged. Obviously the more visual your content, the better. The more engaging and less ‘salesy’ is even better,” Viviani said.

In the Autentico series, Viviani candidly discusses Italian traditions and debunks what Americans might perceive to be Italian. Thus far, he has covered Italians’ perspective on food, Italian coffee 101, what sauces really go with what pasta, “fast food” in Italy, and more.

However, the videos also feature a ‘twist.’ For example, in the ‘Italian Dressing’ video posted below, Viviani humorously talks about the fact that in Italy, Italian Dressing ‘doesn’t exist,’ and traditional dressings consist of just extra virgin olive oil and vinegar.