ALFA ROMEO
The Future Is Alfa Female
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An International Women’s Day celebration that accelerated brand love
For International Women’s Day and Women’s History Month, we positioned Alfa Romeo within a moment defined by ambition, empowerment, and modern femininity. By pairing the hero Tonale vehicle with firsthand tips from of accomplished women across design, fashion, finance, and culture, we helped Alfa Romeo show up in a way that felt relevant, confident, and connected to the next generation of professional women.
Through high-impact placements, premium editorial environments, and emotionally resonant storytelling, we encouraged subscribers to see Alfa Romeo not just as a luxury performance brand — but as a lifestyle ally championing their goals. The result was a campaign that felt less like an ad and more like a celebration of women defining their own success.
Showing off the Alfa personality
We tapped into the Alfa Romeo personality by embracing what makes the brand unmistakable: its bold design, spirited performance, and effortless Italian sophistication. Through custom graphics, curated editorial moments, and aesthetic-driven shopping features, we created a world where the Tonale became part of her style, her routine, and her “main character” energy.
Every format — from in-feed social to newsletter takeovers — worked together to show the Tonale as a modern luxury icon with personality and purpose. The result: a campaign that made Alfa Romeo feel stylish, contemporary, and deeply aligned with the passions and priorities of today’s professional woman.
This approach allowed readers to feel the Alfa personality, not just see it — elevating the Tonale from a product to a statement.
Client
Alfa Romeo
Year
2025
Role
Brand Lift Stud
Creative Producer ·
Pre- and Post-Sale Marketing/ Account Lead · Talent Coordinator
10m+ content views, 4 powerful women driving change
Brand Lift Impact
To measure the effectiveness of the campaign, I generated 20+ questions and conducted a first-party survey (n=1,000) with Newsette subscribers before and after exposure to our International Women’s Day + Women’s History Month content. The results showed meaningful, measurable shifts among our core audience of younger professional women:
Awareness & Perception
+4 pts overall awareness of Alfa Romeo
+7 pts lift in perception of Alfa Romeo as a luxury brand at a more competitive price
Stronger associations with: performance (+7), style (+7), luxury (+5), Italian heritage (+5)
Ad Recall & Breakthrough
+32 pts increase in recalling sponsored Alfa Romeo content in The Newsette
+11 pts increase in recalling editorial integrations specifically
Together, these shifts validated our strategy that culturally relevant storytelling—rooted in empowerment, aspirational lifestyle, and multi-format touchpoints—could meaningfully move awareness, consideration, and intent among a high-value audience.
Consideration & Intent
+5 pts lift in consideration for the Tonale
+3 pts lift in consideration for the Alfa Romeo brand overall
+3 pts lift in purchase intent (“I can picture myself driving an Alfa Romeo Tonale”)
Emotional Fit
+1 pt lift among subscribers who strongly agree that Alfa Romeo “fits seamlessly into my lifestyle as a professional woman”
