UF faculty co-author influencer marketing case for Ivey Publishing

Valeria Marcia, a lecturer in marketing, and Michael Carrillo, a clinical assistant professor at the University of Florida’s Warrington College of Business, have co-authored a new case study published by Ivey Publishing: “Chiara Ferragni: An Influencer in Crisis.”

This timely and thought-provoking case explores the unraveling of Italian digital icon Chiara Ferragni’s reputation following the “Pandoro Pink Christmas” campaign. This charity initiative backfired and prompted widespread backlash. With 29.5 million followers and a multimillion-dollar brand, Ferragni’s missteps raised questions about authenticity, ethics and accountability in influencer-led campaigns.

The case challenges students to consider the fragile nature of digital trust, the reputational risks of poorly executed cause marketing and the broader regulatory implications, including Italy’s proposed “Ferragni Bill.” It is designed for use in digital marketing, corporate social responsibility (CSR), branding, influencer strategy and crisis communication courses.

Published by Ivey and forthcoming on the Harvard case site, this case invites rich classroom dialogue and analysis of influencer marketing in a world where public scrutiny and algorithmic virality collide.

Explore the case at Ivey Publishing.