☕ Less is more
How Inter Milan grew followers, impressions, and views by posting less.
Marketing Brew <[email protected]>
Share
Morning Brew promotes a story about Inter Milan's marketing team, which found success by decreasing the amount of social content posted. The team's "quality over quantity" approach led to increased follower count, impressions, and video views. The story is part of a series on social media strategy for sports teams and leagues.
What the raw message shows
From the headers
- Sent with
-
Sailthru
See it in the headers
Across Morning Brew's email
- Sends
- About 4 a week
- DMARC
-
Enforced, reject
Mail failing authentication is refused.
The copy
573 words · about 2 min to read
September 23, 2026
View Online | Sign Up | Shop
Presented By
Sponsor Logo: Walmart Connect
It’s Wednesday, and Nike-owned Converse has apologized for running an ad that many people said contained racist imagery. It’s the latest company to come under fire for its advertisements, joining companies like Good Good Golf and Novig that have faced widespread backlash for their advertising choices.
In today’s edition:
Inter stellar ⚽
Little by little 🛒
It’s a trip🎙️
—Alyssa Meyers, Jasmine Sheena
SOCIAL & INFLUENCERS
Quality over quantity
This story is part of a series about how marketers for sports teams and leagues around the world approach social media strategy.
Less is more, or so the saying goes. The marketing team at Inter Milan, the reigning champions of the Italian pro soccer league Serie A, certainly found that to be true.
When Luca Adornato joined Inter Milan as its brand and marketing director last spring, the club, which was under new ownership by American investment fund Oaktree Capital Management, was focused on international audience growth.
To achieve that growth, Adornato took a chance. While he made sure Inter Milan maintained a presence on numerous platforms around the world and implemented a different content approach on each, his team also decreased the amount of social content they were posting—by around a third in the past year, he told us.
In that time, follower count across channels increased by 20% YoY, impressions rose by 43%, and video views went up by 33%, according to the club. In early August, Inter Milan surpassed 100 million total followers.
“Working on the strategy and then on the platforms allowed us to drive a quality over quantity approach,” Adornato told Marketing Brew. “Targeting all the content in order to be really distinctive, to be authentic, and to be interesting for the platform and the audience itself, that’s something that really stood out to me in this process.”
Continue reading here.—AM
Share on Facebook Share on Twitter Share on LinkedIn
Sponsored By Walmart Connect
Reach more customers, spark more growth
Sponsor: Walmart Connect
Grocery shoppers move between stores, digital, and other touchpoints as they discover products and make purchases. For brands, that means more opportunities to reach customers across every grocery moment.
That’s where Walmart Connect comes in. With omnichannel solutions that span CTV, digital, and in-store experiences, Walmart Connect empowers food brands to reach more shoppers and inspire basket growth. Just look at the numbers:
Walmart is the #1 grocer in the US.1
34% of Walmart Online Food Grocery customers are new shoppers.2
92% of households shop at Walmart for groceries.3
Reaching customers is one thing. Knowing what works is another. Walmart’s first-party commerce signals and connected measurement give Walmart Connect advertisers the insights to optimize performance and prove what drives incremental growth.
Ready to turn shopper intent into basket growth? Reach more shoppers, connect in more ways, and find more opportunities to grow with Walmart Connect.
DATA & TECH
On the cusp
AI Shopping and pixellated shopping bags
AI adoption continues to grow: 82% of global consumers are using AI in 2026, up from 68% last year, according to a report from VML. But it may be a while yet before AI is affecting the shopping journey.
AI engines account for only 3.7% of the inspiration stage for consumers, according to the report, published last week. But don’t count them out: that number is “likely to grow considerably,” the report read.
The words as text: what a screen reader can follow, and all there is when images don't load.
What the headers say
Read from the message's own headers, as it arrived.
- Came from
-
morningbrew-b.sailthru.com
· 192.64.237.121
Sailthru's sending servers
- SPF
- Pass for bounce.morningbrew.com
- DKIM
-
- Pass signed by marketingbrew
- DMARC
-
Pass for morningbrew.com
Policy: reject
- Unsubscribe
-
One-click
Meets the Gmail and Yahoo rule for bulk senders.
- Complaints
- No feedback-loop header
Show all 26 headers Hide the headers
As received, minus the delivery side: the archive's own addresses show as [recipient], its mail servers as [receiver], signatures are left out and unsubscribe links trimmed to their host.
Route
- Received Identifies Sailthru
- from morningbrew-b.sailthru.com (192.64.237.121) by [receiver] (cloudflare) id nZaEkrz9ogZf for <[recipient]>; Wed, 23 Sep 2026 17:00:36 +0000
- Received Identifies Sailthru
- from pmta-prod-relay7.sailthru.cloud (10.55.87.21) by morningbrew-b.sailthru.com id hmg2r83791sm for <[recipient]>; Wed, 23 Sep 2026 12:00:36 -0500 (envelope-from <[email protected]>)
Authentication
- Received-SPF Authentication result
- pass ([receiver]: domain of [email protected] designates 192.64.237.121 as permitted sender) receiver=[receiver]; client-ip=192.64.237.121; envelope-from="[email protected]"; helo=morningbrew-b.sailthru.com;
- Authentication-Results Authentication result
- [receiver]; dkim=pass [email protected] header.s=sailthru header.b=HVwdRu1S; dmarc=pass header.from=morningbrew.com policy.dmarc=reject; spf=none ([receiver]: no SPF records found for [email protected]) smtp.helo=morningbrew-b.sailthru.com; spf=pass ([receiver]: domain of [email protected] designates 192.64.237.121 as permitted sender) smtp.mailfrom=delivery_20260923130036.47614975.267896@bounce.morningbrew.com; arc=none smtp.remote-ip=192.64.237.121
Platform
- x-job
- 7748-47614975-20260923
- X-Feedback-ID
- 7748:47614975:campaign:sailthru
- X-TM-ID
- 20260923130036.47614975.267896
- X-Info
- Message sent by sailthru.com customer Morning Brew
- X-Info
- We do not permit unsolicited commercial email
- X-Info
- Please report abuse by forwarding complete headers to
- X-Info
- [email protected]
- X-Mailer
- sailthru.com
- X-JMailer
- aws-campaign-mailer-23.sailthru.cloud
- X-Unsubscribe-Web
- https://link.morningbrew.com/oc/6a8e359d100aabef8b0f7ab6scjy7.5qpk/8a9a48a0
- X-rpcampaign
- stlma47614975
- X-steri
- 47614975.267896.0
Unsubscribe and feedback
- Precedence
- bulk
- List-Unsubscribe-Post
- List-Unsubscribe=One-Click
- List-Unsubscribe
- <https://link.morningbrew.com/…>,<mailto:…@mx.sailthru.com>
Message
- Date
- Wed, 23 Sep 2026 13:00:36 -0400 (EDT)
- From
- Marketing Brew <[email protected]>
- Reply-To
- [email protected]
- Message-ID
- <[email protected]>
- Subject
- ☕ Less is more
- MIME-Version
- 1.0
- Content-Type
- multipart/alternative; boundary="----=_Part_8279501_1077385849.1790182836489"
More from Morning Brew
All 44 emailsSimilar campaigns from other brands
Different brands running the same play. Compare any of them side by side.
Archived for reference and commentary. Morning Brew, its logos and content are the property of their respective owners; Inbox Archive claims no affiliation and has disabled all links. If you own this content and would like it removed, get in touch.