The colour that tells the story of an industry: Assovernici’s digital communication

Since 2023 Black & White Comunicazione has supported Assovernici in building its digital communication: from its first social media content to an institutional video campaign made with generative artificial intelligence and distributed on Meta and YouTube.

Assovernici represents Italian manufacturers of paints, varnishes and coating products, an industry that touches construction, design and manufacturing but until recently had no structured digital voice. Since the launch of its Facebook page in October 2023, the agency has developed with the Association an editorial plan that combines technical series for construction and industry, practical tips, educational content about the world of colour and updates on association life. It is supported by targeted advertising aimed at growing an Italian community genuinely interested in the sector.

On LinkedIn, communication speaks to professionals, applicators and member companies, and reached its high point with the institutional video campaign: two films, one on the Association's values and the other on how to read product labels correctly, made with generative artificial intelligence tools, run on YouTube and Meta and shared across the Association's channels. The videos were also adapted into customised versions for member companies, which used them on their own channels and gave the campaign the collective voice of the entire industry.