Luca Luperto

Case study · Azzurro Club Vacanze · 2024–2025

Comedy Week: 32.8 million organic views, and what the data said about them

Role programme leadScope 4 editions, 13 hotelsChannels Instagram, YouTube, TikTok, Facebook

A national stand-up comedy programme run inside a hotel group's resorts, turned into an organic content engine. The reach was big. The more useful part was what tracking it video by video revealed.

32.8Morganic Instagram views
47collaborations
28comedians and groups
0€paid amplification

Context

Azzurro Club Vacanze runs 13 four and five star resorts. After COVID the group needed to rely less on OTAs and build direct demand. The comedy programme brought comedians from the Zelig circuit into the resorts; each performance was also a short video published on the brand's Instagram, cross-posted from Winter 2025 to YouTube, TikTok and Facebook.

What I did

Results

Instagram views by edition
Summer editions delivered 81.4% of all views.
04M8M12M16M2.9MWin '2412.8MSum '243.2MWin '2513.9MSum '25
Show data table
EditionVideosInstagram views
Winter 202482,891,000
Summer 20241112,788,777
Winter 2025143,208,328
Summer 20251013,922,100

What the data said

1. It's a long tail, not an average

The mean video did 763,028 views; the median did 99,100. A gap of 8x means the average describes nothing. The top 10 videos produced 85.3% of reach; the other 33 together did 4,824,205.

All 43 videos, ranked by Instagram views
The top 5 (highlighted) produced 63.1% of total reach. The median video did 99,100.
02M4M6M8M8M5.6M
Show data table
#CreatorEditionInstagram views
1Giovanni d'AngellaSummer 20258,000,000
2Chiara Anicito "Cammela"Summer 20245,600,000
3Giovanni d'AngellaSummer 20242,400,000
4Giovanni d'AngellaSummer 20252,400,000
5Max CavallariSummer 20242,300,000
6Chiara Anicito "Cammela"Summer 20252,100,000
7Filippo CaccamoWinter 20241,600,000
8Chiara Anicito "Cammela"Winter 20251,500,000
9Marco PassigliaSummer 20241,300,000
10LunanzioSummer 2025786,000
11LunanzioWinter 2025761,000
12Pino e gli AnticorpiSummer 2024746,000
13Chiara Anicito "Cammela"Winter 2024601,000
14Giovanni d'AngellaWinter 2025427,000
15Daniele FiammaWinter 2024324,000
16Alessandro BianchiSummer 2025223,000
17Giulia MussoWinter 2024218,000
18Angelo PisaniSummer 2025201,000
19Daniele Fiamma e Giorgio ZanettiWinter 2025173,000
20Daniele FiammaSummer 2024157,000
21Andrea Di MarcoSummer 2025141,000
22Chiara BecchimanziSummer 202499,100
23Scintilla FubelliWinter 202586,100
24Scintilla FubelliSummer 202485,400
25I Carta BiancaWinter 202554,700
26Chiara BecchimanziWinter 202453,200
27Scintilla FubelliWinter 202452,600
28Vincenzo ComunaleWinter 202552,100
29Giulia MussoSummer 202450,200
30Margherita AntonelliSummer 202442,900
31Max CavallariWinter 202536,900
32Giancarlo KalabrugovicSummer 202535,600
33Tiberio CosminWinter 202530,500
34Giovanni d'AngellaWinter 202427,400
35Claudio LaurettaWinter 202525,100
36Corinna GrandiSummer 202522,600
37Marco PassigliaWinter 202520,500
38Chiara BecchimanziWinter 202520,000
39Marco PassigliaWinter 202414,800
40I Carta BiancaSummer 202512,900
41Andrea Di MarcoWinter 202512,500
42EiantoWinter 20258,928
43Andrea FratelliniSummer 20248,177

The five videos that carried it

#1 Giovanni d'AngellaSummer 2025 8M views#2 Chiara Anicito "Cammela"Summer 2024 5.6M views#3 Giovanni d'AngellaSummer 2024 2.4M views#4 Giovanni d'AngellaSummer 2025 2.4M views#5 Max CavallariSummer 2024 2.3M views

2. Two creators carried 70%

Giovanni d'Angella alone produced 40.4% of all views, Chiara "Cammela" Anicito 29.9%. The other 22 acts shared the remaining 29.7%.

One creator, five collaborations
Giovanni d'Angella's Instagram views per video, in order of publication.
02M4M6M8M27KWin '242.4MSum '24427KWin '258MSum '252.4MSum '25
Show data table
EditionInstagram viewsVideo
Winter 202427,400Reel
Summer 20242,400,000Reel
Winter 2025427,000Reel
Summer 20258,000,000Reel
Summer 20252,400,000Reel

The finding I'd defend in any meeting: d'Angella's first video did 27,400 views, among the weakest of the first edition. His fourth did 8 million. Judged on the first collaboration, he would have been dropped. With creators, the value is in the second and third collaboration, so the first one should be treated as a test, not a verdict.

3. Two of four channels weren't worth the work

Instagram produced 32,810,205 views, YouTube 2,759,817, TikTok 51,248, Facebook 19,807. Adapting every video for four channels cost production time; two of them returned almost nothing. YouTube was the exception worth watching: sporadic, but Marco Passiglia's Summer 2024 video did 1.4M there, more than on Instagram.

Views by channel
Same videos, four channels. TikTok and Facebook together: 0.2% of reach.
Instagram32,810,205YouTube2,759,817TikTok51,248Facebook19,807
Show data table
ChannelViews
Instagram32,810,205
YouTube2,759,817
TikTok51,248
Facebook19,807

One thing most people get wrong

Creator programmes are usually evaluated per post and per creator, on the first result. That kills exactly the relationships that compound. Budget a first collaboration as a test, set the bar for a second one low, and decide on the second or third.

What didn't work, and what's missing