Grisù.
The little dragon who wants
to be a firefighter, since 1970

Grisù is back on air on Rai YoYo and CANENERO participated in the launch of the new series, bringing the cartoon that in the 70s was the symbol of an entire generation online and to the main social networks.

Challenge

Reawaken the memory of the little dragon Grisù and let the current generations discover the charm of a character who, with his dreams and his courage, is capable of flying beyond all conventions.

Solution

Through the digital launch on Facebook, Instagram, TikTok and YouTube we brought the new animated series online and told the story of the return to TV of a character who unites two generations.

Services

Brand Implementation
Digital strategy
Content strategy
Social media management
Social media campaign
Community management
Website

Brand Implementation

Project approach

Courage and a spirit of adventure, but also trust, friendship, and collaboration, the Grisù value system has inspired past generations. Today it returns to TV on Rai YoYo and enters the main social channels with CANENERO.

To do so, we have chosen a sentimental approach suitable for the whole family, with valid and motivational content that combines the past and present of Italian TV.

The return of Grisù was immediately welcomed with success. The proposed content strategy reinterpreted the original content of the series, re-proposing it in a modern key and involving an audience of multiple generations.

Content Strategy

What can a little dragon teach you?

Important values, adventures, and new characters to meet. To talk about the Grisù animated series on social media, we have created ad hoc columns, one for each topic.

Videos, reels and POVs were created to entertain using the funny side of the little dragon. Posts dedicated to the topic of safety instead allowed us to remember the safe practices of the firefighters. Content dedicated to friendship or courage have brought back the most important values of the past with a nostalgic effect, through a comparison of old and new episodes.

Finally, the calendar of events promoted meetings with the Grisù mascot in various parts of Italy.

Social Media Management

From Carosello to the digital world

Bringing an animated series that has been part of the Italian television tradition to the digital world was our challenge.

After the first social launch, supported and fuelled by advertising campaigns, we managed Facebook, Instagram, TikTok and YouTube for the Grisù dragon with particular attention to the specific characteristics and functionality of the different algorithms.

Publishing the best performing and most interesting contents for the social audience is what allowed us to achieve good growth and excellent awareness in a short time on all platforms.

Digital Advertising

Two targets,
one strategy

To create a functional and effective advertising strategy, we segmented the Grisù audience into two macro-groups: those who have known the cartoon since childhood and those who are discovering it now with the new episodes on Rai YoYo.

We thus communicated in a focused manner, not only the return of Grisù to TV, but also that world of values that surrounds it: educational for the little ones and sentimental for the older ones.

Through well-targeted campaigns and sponsorships, we therefore quickly achieved results that we are proud of.

OUR CONTRIBUTION

Budget Management
Campaign Implementation
Analysis Report

Website

A world
of new friends

Characters, games, and a lifelong dream of becoming a real firefighter. The website we created for Grisù encompasses the entire world of the new series, telling about all the values and inspirations that have brought this series from the 70s to today.

There is an online container of all the initiatives dedicated to Grisù, with the products and games available, as well as a section dedicated to parents offering news and curiosities about a character who has a lot to teach to all children.

The results

A launch of fire

The new animated series Grisù immediately established itself among the most followed shows and was welcomed with great enthusiasm on social media, highlighting the nostalgia effect of the adult audience for that little dragon who is a spokesperson of great truths.

The Instagram profile is the platform that can best confirm our Ads Strategy with a growth of 328% in just over a month and an engagement rate per post of 9.23%, higher than the platform average.

YouTube also did very well with viewers and viewing time both starting with a positive trend right from the start.