During my time with Nestle USA, I had the opportunity to work alongside the social media managers for the brands. We had a blast brainstorming various ideas for posting and I helped with the visual aspect.
Digiorno was a brand with some wiggle room to try new ideas with the audience. The fans would often joke about the name “DiGiorno” being close to the name of a famous Jojo’s Bizarre Adventure character named Giorno Giovanna. We saw an opportunity arise when the anime adaptation was about to release the season finale of that part of the story. We knew it could be a great connection point.
My role: watch, study, concept and execute ideas surrounding the connection between Digiorno and Giorno Giovanna from Jojo’s Bizarre Adventure.
We came up with a concept to show our “daytime” uniform compared to what we would wear in the “golden hour” (which was also a riff off the season finale). The suit is inspired by the series, but we put our own Digiorno spin on it.
The post skyrocketed, and the results stunned us.
Impressions:
1,456,427
Engagements:
396,599
Engagement Rate:
27.2%
Likes to date:
31.6k
The post also did well on Facebook and Instagram.
The post also made it’s way to reddit… Not even 48 hours after we posted it, a cosplayer designed a costume based on the illustration.
Someone also made an animal crossing outfit based on Pizza Giorno.
Below are some other awesome fanarts based off the illustration.
This project remains one of my favorites to date. It taught me a lot about how audiences react to things they connect with. I think it’s important for brands to use their intuition when discovering their voice. It was extremely inspiring and heartwarming to see people make fanart of something I created, I am very happy to see others resonate with it.