A digital strategy to support the brand’s launch
Web Presence Analysis
Web & Social listening
UX, UI, Web Design
Performance Marketing
Content & Social Strategy
Community Strategy
Community Management
Channel Planning
Social Creation & Production
Editorial
Content optimization
SEO
Mobile
STRATEGY AND DEFINITION OF A DIGITAL MARKETING PLAN
The project to launch Piacere Mio!®, a new brand of frozen ready meals created by the Surgital group, involved defining and developing a dedicated digital marketing plan.
The digital strategy for the launch of Piacere Mio!® was based on studying survey data and identifying the target audience, basic steps taken to build brand positioning and identity, as well as an in-depth analysis of the web presence of the competitors using qualitative and quantitative methods (analysis tools).
A detailed overview of the web landscape allowed us to identify the most strategic touchpoints for the brand launch, namely the channels where our target group was more present, attentive and sensitive, hence more easily engaged.
Piacere Mio!® is a brand with a lively, contemporary and instantly recognisable personality; it is,however, becoming harder and harder to get noticed and attract user attention on the web. Browsers are increasingly distracted and obsessed by the enormous amount of communication stimuli they are bombarded with, which sometimes have little to do with their real interests.
The answer was to draw up a correct content strategy that focused on the message that not only explained the product but also gave users useful information of an educational nature, from tips and fun facts about the world of frozen food to the benefits of using the product (practical, time saver, quick solution), the quality associated with the brand and the choice of ingredients.
The digital strategy saw multiple channels and tools working in synergy: the website, social media profiles on Facebook and Instagram, the activation of influencer marketing campaigns, Google Ads and YouTube. Each channel is constantly monitored and by tracking all the activities, we can evaluate performance using specific metrics and KPIs.
Life built a custom platform which is easy to navigate thanks to essential UX and UI. It was designed in the mobile-first format and includes a built-in blog which acts as an editorial area where we can explode the topics of the content strategy in greater detail. The website therefore has a central role in the web strategy, supporting all the other touchpoints, and reaches peaks of 1000 unique users a day, thanks to the SEO positioning and the active digital advertising campaigns.
A B2C brand with a strong, smart personality that is aimed at a target group which cares about its health but is also willing to indulge in moments of pleasure, must have a strong social media presence. On the website the tone of voice of Piacere Mio!® is discreetly ironic and modern, while on social media it really comes into its own. While continuing social media activity and following the community using ultra-personalised pro-user moderation logic, an influencer marketing plan was developed involving around 20 profiles which reflected the brand and its values. Thanks to this work alone, in just a couple of months a reach of 955,000 was obtained, more than 16,600 UGC were created and over 2,200 comments were moderated.
The final web marketing activities of the strategy included Google Ads and YouTube, with intense planning to support the TV campaign, as well as continuous social media advertising campaigns, retargeting and some flights of programmatic advertising. In the first six months, a reach of 4,000 users was recorded, with 10,000 website visits with an average duration of more than 3.5 minutes on the platform.