en-delonghi

The situation

In order to promote the launch of the PrimaDonna Soul coffee machine, De’Longhi decided to take its first step inside social media in Switzerland. This was achieved by creating a Facebook and Instagram presence, which both were used for said launch campaign. When it ended, the pages became inactive. Thus, to keep up the brand awareness the plan came up to revive them with organic content.

The challenge

The main goal for De’Longhi is to promote their products, for which they run 2-3 major campaigns per year. Therefore the time between each campaign has to be bridged. Initially the partner agency planned on posting stock images with various marketing captions. We however suggested an approach more tailored towards social media which tries to balance marketing messages and content users can actually relate to and find value in.

The approach

Together with the creative partner agency and De’Longhi we identified topics users might find interesting. This was initially based on our assumptions of a persona interested in coffee. To keep our approach flexible and iterative we organized a monthly meeting on the matter. There we reported on KPIs, insights and discussed how to adjust the content to our users’ needs. Content performing well was pushed and the others were improved on or dropped.

This new focus on value and relatability from the user’s perspective made us consider spreading the content efficiently once major campaigns came along. Effectively they weren’t drowned, but instead received a balanced content mix.

The result

Since the social media launch we were able to build a following of 1.5K users on Facebook and 1K users on Instagram. De’Longhi’s pages provided value and a reason to stay. Thus raising the potential to turn an interested user base into new future buyers.