On the evening of March 29, the store was the setting for a cocktail party with a DJ set by celebrity Fernanda Lessa. Attendees, including prominent people of Milan’s social scene, spilled onto the red carpet set up outside the store, where models also showed off their Insolia heels.
The invited guests included Italian singers Syria and Roberta Ruiu, TV personality Justine Pattera, and influencers Beatrice Valli, Elen Ellis and Alice De Togni.
Journalists numbered 70, and 24 magazines – including Chi, Cosmopolitan, Donna Moderna, Elle, Glamour, Io Donna, Marie Claire and Vanity Fair – were represented.
Inside, everyone was able to get creative with a photo booth.
Communications manager Marco Martin called the turnout “massive” and said, “The response was fantastic. The benefits, the advantages and technological contribution of the Bata Insolia collection have all been greatly appreciated.”
Marketing manager Linda Porrino added, “The launch of Bata Insolia has been very exciting. We have felt part of a truly global brand. We have worked together with other countries, but we have been able to launch the line and present our technology in our own way, conveying a sense of fashion and comfort to our female customers.”
The launch was supported with an array of in-store material, including window displays, videos playing on screens, and dedicated displays with posters and brochures. A radio ad also played.
Naturally Insolia was highlighted on all of Bata Italy’s digital channels. On bata.it, an ad hoc landing page was created for Insolia that showcased the technology with a series of videos.
It was also featured on Bata Italy’s social media pages. Facebook sponsored posts got up to 144,500 impressions and 113,700 video views. On Instagram, the launch event was on display in over 19,000 photos, 8,000 videos and 3,000 Instagram Stories. Bata Italy also gained 378 Instagram followers in a day.
The posts of influencers received lots of attention. One by Beatrice Valli, for example, got over 43,000 likes. There were 145 posts using the #batainsolia hashtag.
More than 7,600 pairs of Insolia heels were sold in the first four weeks of sales, beginning in late March.
Retail director Marco Farnetani said Insolia sales accounted for about 10 percent of total sales, exceeding expectations. “Insolia is exactly the project that was missing on the market. We have succeeded in matching elegance with comfort, which is exactly what was missing.”
But not only are sales taking off – women are very satisfied with their Insolia shoes. A survey of 84 Insolia customers at the end of April found that a majority wore their new heels at least twice a week, and over 88 percent were very satisfied with their purchase. More than 87 percent agreed that the shoes allowed them to walk longer than other heels, and more than 60 percent strongly agreed.