Iperceramica

Strategy Social Media Management Social Media Advertising

Iperceramica is the largest Italian retail chain selling floorings, wall coverings, parquets and bathroom furnishing, with more than 80 stores. Situated in the heart of the ceramic district of Sassuolo, Iperceramica is a trademark registered by BayKer Italia S.p.a.
It combines design and quality of materials with value for money for the customer, offering a complete product range reflecting the latest trends.

Needs

1

Strategic plan and social support, with full integration with the general marketing plan.

2

Definition of specific KPI for each social profile. Definition of a unique tone of voice and visual identity for the brand’s social media communication.

3

Elaboration of a content proposal, a strategic editorial plan supported by custom design and social media advertising.

4

Management and community moderation of social channels. Creation of a custom-made reporting dashboard, with tailor-made data set to support management analysis.

Solution

1. Strategic planning and restyling of the social profiles

Engagement

Brand Awareness

Social listening

Brand Reputation

In order to achieve the proposed objectives, we have identified the most effective channels in line with the brand's communication.

Intagram

Strategy and editorial plan

A specific strategy and editorial plan have been developed for each social profile.

Facebook

We have developed a communication and visual concept in order to achieve the channel's objectives and make the brand's contents easily identifiable. The editorial calendar has provided a variety of formats and identified the most effective to achieve the agreed objectives (Engage, Inspirational, Corporate, Promotional posts).

Instagram

An optimized Instagram feed structure was proposed to link the different types of content (Inspirational, Corporate, Promotional, UGC posts) and achieve the channel's objectives. We have identified a series of relevant hashtags and constantly monitored user contents to be integrated into editorial plans.

In order to achieve the channel's objectives and intercept users’ searches, we have constantly updated Boards and Pins inspired by the latest trends.

COMMUNITY MANAGEMENT

We have started an activity of constant monitoring of social channels to respond promptly and completely to user requests.

SOCIAL ADVERTISING

We have outlined a specific social advertising plan for each channel, with the aim of increasing brand awareness and conversions. The promotion of the posts in the editorial plan was accompanied by monthly promotional campaigns through a variety of formats.

MONITORING & REPORTING

We have produced monthly reports with customized formats and focus on the KPIs defined with the client. By comparing the reports, it was possible to keep in line with the agreed strategy, highlighting the positive results and eliminating any critical issues.