Totale noi
DM - Drogerie Markt
dm Italia is that drugstore where you drop in for a moisturizer and walk out with your new favorite snack. Between beauty, home, and wellness, the shopping list always gets a few unexpected extras.
- Creative Direction
- Content Production
- Content Strategy
- Tik Tok
- Trend Analysis
THE SIGNAL
On TikTok, dm was already showing up in the videos of those who loved it: tips, discoveries, holy-grail products. Behind every tiny obsession, there was someone ready to comment, «oh my god, that’s literally me». People recognized themselves in the same habits and were sharing their latest finds. The brand’s official debut needed to start right from all those “me”s, already primed to become a “we.”
THE BOLD MOVE
With the concept «Totale noi» (Totally us), dm enters the feed with the knowing camaraderie of someone who gets your little quirks. The launch kicks off a narrative that moves seamlessly from the aisles to creators’ homes: even stocking up on laundry detergent can become entertainment. A recognizable gesture runs through original productions and UGC, turning everyday routines into a shared language. The products are all in there, but above all, it’s about us.
