Mediaset Italia wanted to expand its horizons and expand brand awareness among Italian Americans in its latest Instagram campaign. It reached out to the Italian American podcast and struck a deal that saw the podcast’s Instagram account spearhead a 2022 summer giveaway that would help both brands. Italian Americans were invited to share photos of what being Italian means to them, and winning images won a branded picnic prize pack. Through the campaign, the network doubled its Instagram follower total and organic post interaction through likes and comments skyrocketed.