Caseificio Comellini, tradition goes digital
Social Media Marketing Strategy
UX/UI & Web design
Correctly positioning the brand, connecting with the right targets, building an authentic and solid community, profiling it carefully and stimulating interaction and conversations. These were the goals of the digital strategy we developed for our client Caseificio Comellini who, assisted by Life, engaged with its online public for the first time, choosing the versatility and effectiveness of digital touchpoints.
Highly effective tools are able to build and communicate a brand’s identity, accurately identifying the ideal audience and developing active dialogue. The first step in defining a structured and comprehensive social media strategy was to develop compelling storytelling based on the story of the company which has always been a family-run business with close ties to its local area.
Extensive knowledge of the client and its brand identity were key to all the communication activities we developed for Comellini.
Our first task was to define the fundamental goals of the digital strategy which would be developed on Facebook and the refreshed website: increase brand awareness through themed features and continuous social media activities
to reach a wider public and heighten loyalty of existing customers; drive widespread engagement using compelling storytelling techniques and quality social media content; build loyalty, namely circular dialogue with consumers in order to create affinity and trust in the brand, with the ultimate goal of generating value in the company and its products.
While defining our digital strategy, we also began working on a major restyling of the brand image, focusing on both the product image – giving the packaging a fresh, new look - and the corporate image, using the colours and images of the countryside along the Via Emilia.
These same visual choices were adopted for the restyling of the website, a key platform to showcase the quality of the products and the values of the brand to a wider public. Thanks to the constantly up-dated blog and a section with recipes and serving suggestions, the new website optimises and drives engagement and conversion stimulated by social media.
We decided that the main digital touchpoint for Comellini’s social media presence should be Facebook, with two different kinds of ongoing, targeted activities.
The main narrative focused on the brand’s story, giving space and importance to everything that revolves around the production of Comellini fresh cheeses. The individual content posted on the channels was also made the most of, thanks to ad hoc promoted advertising aimed at profiled users in sync with the brand.
Comellini’s tone of voice on social media is warm and friendly, sharing the company’s story and values with its users. It was decided to use a new tone of voice with ironic overtones which appeals to a younger audience used to digital language, and more technical details to share the world of the dairy with a knowledgeable and informed public.
All these elements contributed to building brand storytelling which touches all bases, illustrating its strong points and assets in several sections which, in turn, have different goals according to the target audience they are intended for.