His name is Dario Loison, he is an entrepreneur from Vicenza and thanks to the GIFs and his Instagram filter he will end up in our Christmas stories
Dario Loison is a character. A big man with the Vicenza dialect, big and big, so full of passion as to be a flood. Unstoppable, so much so that even the stories on Instagram of millions (yes, millions) of people have become protagonists. Confectionery entrepreneur is the third generation of Loison, leavened and biscuits laboratory at the gates of Vicenza, in 1996, Dario has taken over the company for four years and sends online the first website composed of a few pages followed by the first two sales: the first to a Swedish housewife who bought 400 panettone for the Italian association in Sweden of Örebro. The other sale was in Japan at an ice cream shop in Osaka called Pinocchio.
In 1999 he put the company and employees online, since 2007 he opens the shop on Ebay and in 2010 he began to organize the Unusual panettone dinners, making the Christmas cake an ingredient in the hands of chefs and communication. I met him like this, when he put the first food journalists who wrote online and the first ones around the table foodblogger, talking for hours and explaining everything about a product that was certainly not as trendy then as it is today. If in the end I became passionate about the topic, it is thanks to him.
Loison understood that strategies such as the annual renewal of collections, with new innovative packs, new products every year, seasonal adjustment and web and social communication are effective for selling, and especially for exporting. It ended up in marketing books et al TED X as a company case history and will now also end up on the social networks of Millennials, from all the countries of the world.
To embrace all possible communication channels, and foreign markets much more sensitive to new media, on You Tube There are already many videos circulated by their international customers, in every language, to explain the Italian panettone. Last year the last intuition: to produce a series of Animated panettone-themed GIFs and dove for Instagram Stories, a success. Pasta type Loison to see a big man in a chef's jacket gesturing and cradling sweets. But the surprises are not over, because from this year there is also the Sweet filter.
How does it work? Go to the Loison Panettone Instagram profile and click on the smiley face icon. The Loison logo will be tattooed on the cheek, if you blink your eyes fly biscuits and finally if you open your mouth panettone will overflow. But that's not all: you can also save the filter in the Instagram camera by clicking on the appropriate button that you find the first time you try the filter. The "game" for now has yielded the beauty of over 39,000,000 views. Not really crumbs.
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