The brand introduction phase and the analysis of the initial situation were followed by the implementation of a Digital Strategy in order to identify the most appropriate digital marketing tools to be activated.
The next step was to work out how, where, what and when to communicate thanks to the Editorial Plan, the guide for monthly content publication, which contains, sorted and analysed by objective, target and format, all the categories of macro topics useful for structuring social posts, newsletters and articles for the company blog.
The Editorial Plan is fundamental for building strategic, structured and, above all, constant communication. Its natural continuation is the Editorial Calendar, the document that translates the macro topics into posts, with the relative copies and visuals.
In addition to organic content, we added full funnel social ads campaigns, paid advertising on Facebook and Instagram platforms.
By setting up multi-level campaigns, we:
- attracted new followers interested in the product with more generic content explaining its features and benefits (awareness);
- increased interactions with the top-performing posts on the page, so boosting the views (interest);
- ‘warmed up’ the public who showed interest in the product (consideration);
- increased the items added to the cart and conversions with targeted purchase campaigns;
- stimulated the periodic repurchase of products with remarketing campaigns.
In order to reinforce and cultivate the relationship with the most interested customers, we used email marketing to realise 32 campaigns in 13 months with customised graphic templates and a strategy focused on both brand and revenue growth.
The combination of these marketing activities allowed us to build a solid fanbase, interested in the product and willing to buy it regularly.