+10 million views
Generali wanted to activate an influencer strategy during the 2025 Rock en Seine festival to boost brand awareness among a young audience of music and festival fans. The goal: to embody the brand's prevention values in an authentic, festive setting, using credible content creators on Instagram and TikTok, supported by paid amplification.
Our challenge
- Boost brand awareness for Generali among 18- to 50-year-olds who love music and festival culture.
- Embody the brand's prevention values (alcohol, noise, driving, hearing health) in an authentic, festive setting.
- Leverage credible creators on Instagram and TikTok.
Approach
4 prevention themes
Rock'n'sound (hearing loss prevention), Rock'n'love (preventing sexual and gender-based violence and harassment), Rock'n'safe (dangers of drugs and alcohol), and Rock'n'green (environmental protection), integrated across all content.
Before the event
Festival attendance announcements: anticipation and teaser content posted by creators to build engagement beforehand.
During the event
Prevention and fun content filmed on-site: Rock'n'Safe booth, street interviews, and live vlogs from the festival.
After the event
Lifestyle and recap content posted in the following days, extending the campaign's visibility beyond the festival.
Paid amplification
Media promotion of influencer posts on Instagram (Reels, Feed, Stories) and TikTok to maximize reach beyond organic audiences: 6.2M impressions on Meta (€0.86 CPM) and 6.5M on TikTok (€0.44 CPM).
What this case reveals
Video format (Reels) was the primary performance driver: TikTok generated the most competitive CPM of the activation (€0.44), well below the platform benchmark.
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