For exactly 16 days for Martina Strazzer does not publish content on social media. Class 2000at the beginning of his career it was Compared to Chiara Ferragni. Viral on social media, 700,000 followers On Instagram e 1.6 million On Tiktok. Activate in fashion with its Amabile jewelry brand. In a few years he has collected sponsorships, hosted at the festivals, adoring interviews and a few million turnover. The last of Amabile Srl comes to 7,733,983 eurosthe profits are 1,750,050 euros.
A climb, punctuated by da some stumbling blocks. In April 2023 the Amabile site, and therefore sales, were stuck for almost two months. And again. In November of the same year the jewelry collection came out Harmful love. Bad timing: were the days of the crime of Giulia Cecchettin and a larger change of consciousness on the theme of patriarchate.
Moments difficult to cross, of course. But nothing compared to what happened the August 12th When the journalist Charlotte Matteini has published an article entitled on his newsletter What happened to the pregnant girl assumed to Amabile by Martina Strazzer? in which he tells the story of an employee assumed when he was pregnant and then no longer renewed. That was also the last day we saw A trace of tear on social networks.
Case Martina Strazzer, the first words on the pregnant non -renewed girl: the version of Amabile
The communication strategy of Martina Strazzer
In recent years we have seen dozens of entrepreneurial projects start from Tiktok. The sandwiches of with crumb or without, the covers of New Martina or the clothes of the love brand. Amabile is undoubtedly one of the projects that have worked most. Sells small jewelsmainly earrings and rings. He launches several collections during the year, each inspired by a theme.
Exploit viral marketing strategies that break down the costs of advertising. Among all he had a great following on social networks the Golden Ticket by Amabileinspired by the Chocolate factory Of Roald Dahl. For a certain period, those who found a golden ticket in his orderly package on Amabile would have won a journey with Martina Strazzer in the Maldives.
For a brand like this two weeks of silence there are many. No video with shiny eyes “that we would never want to do”. No shot with gray sweatshirts. No other published content. The only exception was a post published on the channels of Amabile. A series of data that would like to show how low the Ambile’s Tourover is. It is not the heart of the question. The employee assumed in pregnancy it was fixed: Finished the contract has not been renewed. Nothing illegitimate. The problem is the difference between the marketing made by the company on this story with videos in which its hiring was celebrated e the real outcome of the story.
The numbers of the crisis: how many are the lost followers
Meanwhile, the strozzer followers have followed some landslides: on Instagram they passed by 767,000 to 751,000. 16.000 less followers In two weeks. Amabile accounts have also lost something: from 300,000 to 296,000 followers. However, the post worked. He received beyond 45,000 likes. Many comments are negative but here it is more difficult to understand how many are disappointed customers and how many people who do not have and in any case they would never buy from Amabile.
It is the exact opposite of what Chiara Ferragni did in the Balocco case. The December 18, 2023 Chiara Ferragni has published a video moved to the history of social networks, at least Italians. A clip in which he apologizesannounces a donation of one million euros and attributes the origin of the whole case to a communication error. A video that has been seen 54 million times. We know how it ended: he did not help Ferragni out of the crisis.
Strazzer and Amabile will not be silent forever. Not just for ethics. It is difficult to think that such a brand gives up Use marketing on social media. Also counting that a few months ago Strazzer had launched Taccier, a new entrepreneurial project that revolves around a portal for the search for work.
Certain. August is a good month to stay stillfar from sales peaks for products as a Amabile: a stop Under Christmas or S. Valentino It would have been more complex. The accounts of a crisis management are in the end. Especially on social networks. We will see how the public will react to the first contents published by Amabile.
