Social media strategy per Monari Federzoni e Bongiorno Vinegardrink - IAKI
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Case History

Social media strategy per Monari Federzoni e Bongiorno Vinegardrink

Case History precedente
Case History successiva
Case History

Social media strategy per Monari Federzoni e Bongiorno Vinegardrink

Case History precedente
Case History successiva
Settore
alimentare, bevande
Area
Digital, Social
In Sintesi
Social media strategy ideata da IAKI per Monari Federzoni, azienda italiana storica nella produzione di Aceto Balsamico di Modena IGP: aumentare l’awareness sui prodotti e sul nuovo marchio dedicato al pubblico bio oriented

Monari Federzoni è uno dei leader e più radicati storicamente nel panorama italiano della produzione di Aceto Balsamico di Modena IGP. Il valore del Made in Italy, della tradizione e la conoscenza approfondita dell’aceto hanno permesso di far crescere questa realtà nata nel 1912, mettendo sempre al centro il valore della propria famiglia e il know how tramandato per 4 generazioni. Per aumentare l’awareness sul brand, posizionandolo come prodotto premium nella categoria, ha affidato a IAKI l’incarico di sviluppare una social media strategy coerente con i valori di marca e in grado di far crescere i propri profili social, generando interesse nei confronti di pubblici diversi: intenditori e amanti dei prodotti alimentari autentici di diverse età.

Dalla marca a una strategia social che parla a pubblici differenti

 

Nell’azienda, la lettera M è un marchio di fabbrica che ritroviamo anche nei valori: Modena, Mosto, Marca, Monari, Mondo. 5 chiavi che rappresentano il passato e il futuro del brand e che IAKI ha utilizzato per costruire una serie di messaggi e contenuti in grado di colpire l’interesse di pubblici diversi: da chi è competente e cerca un prodotto certificato alle diverse generazioni di persone, dai Millennial ai Baby Boomer, che vogliono mettere in tavola il meglio del nostro Paese fino alla nicchia della popolazione del Modenese, orgogliosa delle eccellenze locali.

Storytelling Instagram e Facebook

Il fil rouge della strategia di IAKI è ripercorre la filiera del prodotto, che comincia nei luoghi che garantiscono il marchio IGP, passando per la lavorazione ottenuta attraverso procedimenti tramandati da generazioni, fino ad arrivare alla premiumness assoluta del prodotto finale.

Lo storytelling, sviluppato su Instagram e Facebook per andare a comunicare sia con il pubblico più giovane che con le generazioni più alte di età, sfrutta le potenzialità dei rich format per abbracciare tutti i territori d’interesse legati all’Aceto Balsamico di Modena IGP: attraverso immagini suggestive si richiama il territorio d’origine e il prodotto, per arrivare sulla tavola dei consumatori con ispirazioni di ricette.

I profili vengono gestiti stimolando costantemente il dialogo con i diversi pubblici sui diversi livelli del racconto di marca e con riferimenti sull'alimentazione e sugli stili di vita differenziati per generazione, costruendo così una community diversificata ma unita dall’apprezzamento per l’Aceto Monari Federzoni e i benefit del suo utilizzo in cucina.

Monari Federzoni è anche Vinegardrink

Quando il punto di partenza è un prodotto premium dagli indiscussi benefici, la nascita di qualcosa di nuovo è inevitabile.

Ecco quindi che dalle proprietà uniche dell’Aceto Balsamico di Modena IGP, Monari Federzoni ha creato il marchio Bongiorno, una proposta diversa e originale di bevande biologiche funzionali a base di aceto. Anche per questo nuovo brand, Monari Federzoni ha chiesto a IAKI una social media strategy con l’obiettivo di lanciare le diverse referenze su un pubblico diverso, sia per generazione che per stile di vita ma potenzialmente affine a quello del mother brand.

Un prodotto fresco come il suo pubblico

 

La qualità delle materie prime, le funzioni salutari della bevanda e un’attenzione specifica al gusto, con raffinatezza e dedizione creano un prodotto buono, per un pubblico di intenditori, attento alla propria salute e disposto a sperimentare cogliendo i nuovi trend. Bongiorno è per tutti, ma specialmente per chi si vuole bene, facendo attenzione all’origine dei prodotti e alla cultura del Bio. Un pubblico prevalentemente femminile e giovane, che sui social trova le suggestioni per sperimentare il “nuovo che ti fa bene”.

La content strategy con al centro l’impegno per star bene

 

La social media strategy dell’agenzia racconta uno stile di vita sano, che non è una scelta semplice e richiede impegno per ottenere un fisico sano, un equilibrio interiore e l’apprezzamento del proprio benessere. Oltre a formati editoriali, che raccontano e ispirano territori legati al bio e alla cura di sé, i profili di Bongiorno si immergono nella vita quotidiana delle diverse generazioni di pubblico attraverso la collaborazione con una serie di content creator: una visione sia aspirazione che accessibile a tutti, in modo da coinvolgere la fanbase in discussioni sui prodotti e sul territorio d’interesse.

Canali del progetto

Pagina Facebook
Instagram
Tag
alimentarebevandeBongiornocustomer engagementFacebookInstagramMonari Federzonimultigenerationalsocial advertisingsocial media

Case History Correlate

Nuii consolida il suo canale TikTok europeo

Nuii sceglie IAKI e Cimiciurri per lanciare il suo primo canale TikTok Global e si rivolge a tutto il mercato europeo con contenuti prodotti sia dall’agenzia che da creator internazionali

Case History correlate

Maxibon ti porta in paradiso con il nuovo Coconut Paradise

Maxibon presenta Coconut Paradise, un'esperienza che combina gelato al cocco con scagliette di cocco croccante per offrire ai consumatori un viaggio paradisiaco.

Case History correlate

Nuii inizia l’avventura estiva

Nuii seleziona IAKI e Cimiciurri per realizzare una campagna omnicanale destinata al mercato italiano in cui mette alla prova i suoi talent partner chiedendo loro di assaggiare le nuove referenze Nuii e legarle a un’esperienza estiva autentica e genuina

Case History correlate
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