Watch the interview with Cecilia Fabrizi, Campari Group’s Global Marketing Intelligence Manager:
Founded in 1860, Campari Group is one of the fastest growing global spirits companies and the undisputed leader in the aperitif category. It is a major player in the global spirits industry, with a portfolio of over 50 premium and super premium brands, spanning across aperitifs, including iconic brands like Aperol and Campari, agave spirits such as Espolòn tequila, whiskeys and rum with Wild Turkey and Appleton Estate, as well as cognac and champagne including Courvoisier and Grand Marnier.
Cecilia Fabrizi, Campari Group’s Global Marketing Intelligence Manager, works across the organisation to strengthen Campari Group’s creator marketing performance and ensure global teams have the insights needed to make informed strategic decisions.
Through its partnership with WeArisma, Campari Group has gained a clearer view of creator performance across markets while supporting both global leadership and local teams with consistent data and insights.
“With WeArisma, we’ve uplifted our strategic approach to influencers by having a strategic approach at a global level that is then streamlined to our local markets.”
WeArisma helps unify Campari Group’s global approach to creator marketing, achieving consistency across markets from both a global and local perspective, to improve strategic alignment.
While the group had previously managed its creator marketing activities locally with valuable support from agencies, Campari Group needed a solution to take its creator marketing strategy to the next level.
The goal was to bring performance data into one place and establish a more consistent approach across regions.
“We were really trying to find more visibility in our performance. We were looking for a visibility approach but also data within one same space that could solve our local and global needs.”
With WeArisma in place, Campari Group now operates with a global framework supported by shared performance intelligence while still allowing local teams to tailor their creator activity to their markets.
Using WeArisma’s campaign tracking and reporting capabilities, Campari Group’s teams are able to access a unified view of creator marketing performance across markets.
This visibility has made it significantly easier to evaluate creator partnerships, analyse performance trends, and share insights across the organisation.
Having all creator performance data in one place has also allowed teams to shift their focus away from manual reporting.
“The time saving was mainly coming from data collection. Having one place that stored our performance and the performance of our talents has really helped us in taking a role more from a strategic standpoint rather than focusing our efforts on reporting and data collection that as we know is extremely time consuming.”
This shift has resulted in substantial time savings, allowing the team to concentrate on higher-level strategic initiatives rather than dedicating their valuable resources to gathering reports.
As a result, Campari Group has expanded its collaboration with WeArisma from two markets to more than seven in just 18 months, with future growth planned.
“Having WeArisma in place has shifted how we make decisions around influencer partnerships. With clear visibility into performance and key metrics, we’re now able to make smarter, more strategic choices.”
WeArisma plays an important role in helping Campari Group measure creator performance during major global events.
These cultural moments often involve multiple creators, high volumes of content, and fast-moving social conversations, making real-time insight especially valuable. It’s key to ensuring every partnership delivers clear, strategic value.
Using WeArisma to monitor talent activity at Cannes, the Campari Group team could instantly understand what content was performing, ensure every asset aligned with agreements, and adjust social strategy on the spot.
“Having real-time data is an incredible plus because it helped us in really twisting our social strategy based on what was working and what wasn’t.”
This resulted in creator talent generating:
At Coachella, Campari Group used WeArisma’s visibility to understand which platforms, which talents, and which content types performed best for their Aperol activation.
These insights shaped the brand’s 2025 campaign strategy, ensuring decisions were grounded in evidence rather than assumptions.
This event-specific clarity also contributed to Campari Group’s confidence in scaling creator activity across more markets.
“At Coachella, data visibility revealed which platforms and content types performed best, directly shaping the 2025 strategy.”
With access to key creator insights from a single dashboard, Campari Group can make smarter decisions around their creator marketing partnerships.
Performance data, audience insights, and compliance indicators help guide decisions around which creators to work with and how campaigns should be structured.
With greater visibility into how influencers contribute to brand value, Campari Group now allocate their resources to creator partnerships with greater assurance.
“Having WeArisma in place has shifted how we make decisions around influencer partnerships. With clear visibility into performance and key metrics, we’re now able to make smarter, more strategic choices.”
Key strategic gains include:
Insights generated through WeArisma are shared across the organisation, from brand managers to local market teams, ensuring all stakeholders have access to the same performance intelligence.
Looking ahead, Campari Group plans to deepen their use of WeArisma’s trend-scouting capabilities to stay ahead of emerging opportunities and cultural shifts.
“Trend tracking is going to be a big part of our strategies for 2026 and 2027… helping us understand new opportunities and untapped markets.”
As Campari Group continues expanding its creator marketing footprint, WeArisma will remain a key strategic partner, supporting the group’s vision for global consistency, cultural relevance, and data-driven decision-making.
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The top 100 media and entertainment brands across video streaming, audio streaming, and content creation generated $63.4B in total Earned Media Value in 2025, up +7.0% YoY. Growth is uneven across sub-sectors, video streaming surged while audio streaming declined sharply, platform dynamics are shifting fast, and a handful of breakout brands are rewriting what influence looks like in entertainment.
TikTok grew +70.2% YoY and is rapidly closing the gap on YouTube as the dominant entertainment influence platform. YouTube remains #1 at $32.6B but declined -11.3%, while Instagram grew +4.4% to $13.3B. Facebook nearly doubled to $7.3B (+98.9%), making media and entertainment one of the few categories where four platforms are genuinely competing for share.
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