In a world where i social media I am a constant stage, Chiara Ferragni, a well-known digital entrepreneur, once again finds herself in the spotlight. But this time, there is a turning point that unites controversy, repentance and a gesture of generosity.
Let's find out how a poorly studied campaign and serious communication errors, they can change everything and lead to a decision worth a million euros (plus the fine).
What happened: the conviction with Balocco
It all starts with one promotional campaign: Ferragni and the famous Balocco pandori. A brilliant idea on paper, but one that transforms in a condemnation by the Competition and Market Authority (Agcm). Not quite the kind of publicity you hope to receive, especially when the fine is anything but symbolic.
The condemnation is clear: Balocco and Ferragni gave the buyers the idea that the donation would be proportional to the sales of the Pandori. In fact, LThe only donation was from Balocco (€50.000) and was carried out before the start of the campaign, one-off, as well as in an internal email from Balocco.
Ferragni's first response was one of disappointment, posting a story on Instagram. But as we know, people don't forgive easily and a stronger intervention was necessary on his part.
Reactions on social media: between disappointment and controversy
It isn't long before i social networks explode. Between comments of disappointment and fiery posts, Ferragni finds herself at the center of a digital storm. It is a classic example of how quickly public opinion can change and Ferragni, with her experience in the digital world, knows this well.
An apology video and the decision to donate 1 million euros
It is in this tense climate that Chiara Ferragni decides to take a step back and reflect. The result? A video published on his social channels, in which admits the mistake and announces an important gesture: donating 1 million euros to the Regina Margherita hospital to support children's care.
A way, perhaps, to transform a gaffe into something positive.
I have always been convinced that those who are more fortunate have the moral responsibility to do good. These are the values that have always driven me and my family. This is what we teach our children. We also teach him that mistakes can be made, and that when it happens we must admit, and if possible, remedy the mistake made and treasure it. And that's what I want to do now. Apologize and give substance to this gesture of mine: I will donate 1 million euros to Regina Margherita to support children's care
Chiara Ferragni
Will Chiara Ferragni appeal the sentence?
But the story does not end here. Ferragni does not seem willing to stop at the simple donation. There digital entrepreneurs has in fact announced wanting to appeal the AGCM's decision, considering it unfair and disproportionate. A move that demonstrates how, even in the face of a mistake, there is no lack of determination to fight for one's rights.
