Juventus have been making great strides and been amongst the pioneers in digital amongst Serie A teams. And it’s latest idea, #PirloIsNotImpressed, has seen great global success since its launch on 22 August.

Shot during our recent summer tour in Sydney, the entertaining skit features Juventus and Italy star Andrea Pirlo judging four acts who seek to impress him with their respective performances.

Famed for his dead-pan expression, Pirlo is unmoved by what he sees before the challenge is then passed over to the online community, who are encouraged to try and win him over by sending in their own attempts.

In less than 10 days, the video has registered over 1.5 million views, 850k on YouTube and 700k on Facebook, and the hashtag has commanded a reach of over 20 million (figures provided by Juventus FC). At its peak, the #PirloIsNotImpressed hashtag was used almost 3,000 times in one day.

In addition, #PirloIsNotImpressed has also been adopted by thousands of users in discussions unrelated to the world of football.

This engaging initiative continues to proceed and, after several Twitter replies along the lines of “nice try but better luck next time”, users remain eager to see if  anything is capable of winning Pirlo’s approval.

We wait to see how the club choose to extend the campaign but it’s one that shows the success in testing an idea and letting it grow organically. It is now something that could go on for a long time with its own cult following.

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