Determ

When Ferrari launched the Luce, something happened on their own page that nobody planned for.

The most-used reaction on the brand's most-engaged launch post was not "Like." It was "Haha." Twelve thousand of them.

For context, our analysis platform tracked 26,918 stories of coverage in 72 hours - the kind of launch volume that usually drowns out anything off-narrative. But on Ferrari's own owned channel, the audience answer was already clear. The "Haha" count outweighed "Like" and "Sad" reactions combined. The top user comment, with 3,600 reactions of its own, read: "the first Ferrari that doesn't bother me not being able to afford it."

A few patterns we found in the Ferrari Luce coverage that PR and comms teams will recognize:

→ Two press cycles ran in parallel. Reuters and Bloomberg led with the share-price drop (Ferrari shares plunged more than 8%). Italian press carried former chairman Montezemolo's "destruction of a myth" critique. Same launch, completely different stories.

→ One journalist outdrew Reuters by 34× on the same story. La Repubblica's Antonello Guerrera tweeted Montezemolo's quote in English. 4.8 million views. Reuters' three corporate tweets about the launch combined for 141,000 views.

→ Earned negative beat owned positive by 2×. The most-engaged Facebook reel about the launch was not from Ferrari. It was FormulaPassion's reel of the Montezemolo critique. 70,000 interactions.

The full breakdown is on our blog, including the viral $645k Ferrari vs $35k Nissan Leaf comparison meme that drew 4.1 million views on X.

Ferrari Luce Media Coverage: 26,918 Stories in 72 Hours Ferrari Luce media coverage analysis: 26,918 stories in 72 hours, two press cycles, a 4.8M-view tweet, and the 'Haha' reaction that took over the launch post.

📢 Treće izdanje Perspektive 📢

Ovog p**a otvaramo temu koja sve više izaziva glavobolje u digitalnom marketingu i PR-u: komunicirate li možda s pogrešnom generacijom i to na pogrešan način?

Gen Z i milenijalci dijele prostor, ali ne i navike, vrijednosti ni očekivanja. Što motivira jedne, odbija druge. Brendovi, s druge strane, sve češće govore "svima", ne pogađajući nikoga.

🎤 Govornici:
✅ Krešimir Šustić – PR menadžer Baby Lasagne i Marka Bošnjaka, osnivač agencije aPR
✅ Davor Ćosić – Senior PR u Bruketa&Žinić&Grey, autor knjige Renesansa mog života
✅ Matej Loncaric Lončarić – Chief Digital Officer u CME Adria (RTL Hrvatska & Pro Plus Slovenija)

📅 Datum i vrijeme: 5. 6. 2025. u 17:30

📍 Lokacija: Prostori Determa, Filipa Vukasovića 1, Zagreb

Umjesto generičnih strategija za “online prisutnost”, razgovaramo o stvarnim razlikama između generacija, i kako ih prepoznati u jeziku, kanalima i vrijednostima koje oblikuju odluke.

Perspektiva ostaje prostor za važne komunikacijske razgovore, bez šablona i buzzwordova.

🎟️ Broj mjesta je ograničen, prijavite se na vrijeme. Prijave:

Gen Z i milenijalci u digitalu: Komunicirate li s krivom generacijom? · Luma Digitalni svijet ne prašta konfuziju. Gen Z traži autentičnost, dok milenijalci traže smisao, a brendovi pokušavaju preživjeti između dva potpuno različita…

🎤 Perspektiva se vraća!

Drugo izdanje donosi temu koja pogađa samu srž naše struke:
Strategije pažnje: Gdje se danas gradi rep**acija?

📅 6. svibnja u 17:30
📍 Determ, Filipa Vukasovića 1, Zagreb

U vremenu kada je pažnja najvredniji resurs, razgovaramo o tome tko je ima, tko je gubi – i kako je brendovi mogu zaslužiti.

🎙 Na panelu sudjeluju:
✅ Petar Tanta – direktor i suvlasnik agencije CTA komunikacije
✅ Boris Trupčević – konzultant, bivši CEO 24sata, Styrije i FOREO-a
✅ Božo Skoko – profesor na FPZG-u i stručnjak za stratešku komunikaciju

Bit će konkretno, otvoreno i korisno – bez floskula i bez fige u džepu.
Broj mjesta je ograničen – prijavite se odmah ovdje 👉 https://lu.ma/perspektiva2

Croatia makes history as bookmakers' favorite for Eurovision 2024! 🇭🇷

Baby Lasagna's powerful performance tackles social issues while captivating audiences worldwide.

Will they bring home the win?

We'll find out Saturday night, but for now, swipe right for our media monitoring analysis.

Since its early 20th-century inception, Public Relations (PR) has evolved dramatically. Today's PR experts harness powerful digital tools, expanding their reach like never before.

🔍 We recently conducted a survey on PR Trends & Challenges in 2024, revealing these first 4 impactful statistics. Check out the full report at the link in the comments!

📣 Exciting News Alert! 🚀

Introducing our newest report on PR Trends and Challenges in 2024! 📊🌐

The PR landscape is no exception to change. We gathered insights from PR professionals worldwide to understand what 2024 will look like in the industry.

🔍 Explore key findings on:
PR tactics to earn coverage
Data collection methods
Tracking and analyzing results
Skills and competencies
Key channels
The role of AI

Read the full report here: https://www.determ.com/blog/pr-statistics-2024/ 💼 Inside, you’ll find a PDF you can download.

PR Statistics 2024: Trends and Challenges in PR What does the future hold for the industry of PR? Uncover vital PR statistics for the upcoming year in this comprehensive analysis.

Uncover what people say about the new ‘The Hunger Games: The Ballad of Songbirds & Snakes.’ Will it be a top or a flop?

This is the latest installment in the Hunger Games series that delves into the origins of the iconic events of the original series.

Check out our analysis and see what the buzz is all about.

Maybe government spokespeople seem honest and have a convincing tone. Maybe they’ve proved that they can handle a crisis effectively. Or maybe it’s just the way they present themselves in all situations.

One thing is sure – a government could do the best job in the world. But without government PR, the wider public wouldn’t know much about it.

Read more:

What Is Government PR Explore government PR dynamics: from trust-building to crisis management. Uncover keys to effective governance.