Social media strategy per Aquafresh di GSK - IAKI
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Case History

Social media strategy per Aquafresh di GSK

Case History precedente
Case History successiva
Case History

Social media strategy per Aquafresh di GSK

Case History precedente
Case History successiva
Settore
beni di consumo
Area
Social
In Sintesi
Una social media strategy su 3 referenze di prodotto, con tre pubblici e 3 need differenti, per aumentare la social performance

Il core business della social media strategy si è focalizzato su tre prodotti della linea: Aquafresh HD White, Aquafresh, e Aquafresh Kids. Tre mondi diversi con peculiarità e obiettivi differenti. Posizionamento. Fidelizzazione. Consolidamento dell’awareness. Il leitmotiv: creare dialogo brand/consumatori.

Indietro
Avanti

Tre obiettivi e un’unica social media strategy

Un obiettivo di posizionamento nel comparto whitening: il lancio di Aquafresh HD White, dedicato a donne dai 18-25 anni sensibili al fashion e al beauty. Un obiettivo di fidelizzazione delle famiglie per il dentifricio Aquafresh e un obiettivo di consolidamento della leadership di Aquafresh Kids. Per tutte e tre le referenze, un obiettivo comune: rafforzare la leadership che già il brand Aquafresh possiede e confrontarsi con pubblici diversi, tra cui quello più giovane e “lifestyle”.

Un personaggio: Capitan Aquafresh

IAKI ha creato la pagina Facebook e il profilo Twitter Aquafresh Italia per sostenere il nuovo brand positioning. A Capitan Aquafresh è stata data voce diventando il collante tra il brand e il pubblico famiglie. Un personaggio personificazione della SAP (Sugar Acid Protection): valore aggiunto del prodotto, feature diventata benefit emozionale. Capitan Aquafresh è diventato il testimonial di una social media strategy.

capitan aquafresh

Una strategia per Twitter

Sul profilo Twitter, nella fase di lancio di Aquafresh HD White, il brand ha dialogato con le persone attraverso pillole beauty fornite da blogger del segmento bellezza e suggerimenti di outfit e make up del segmento fashion. L’account Twitter ha accolto così “bellezza in perla” quotidiana. “Perla” per richiamare la sinossi linguistica con cui vengono scritte le news in 140 caratteri di Twitter, ma anche un chiaro riferimento alla tecnologia micro-fine ILLUMIPEARLS™ del dentifricio Aquafresh High Definition White.

aquafresh

E una strategia per Facebook

La strategia di Facebook, nata in contemporanea a Twitter, ha previsto un piano editoriale targettizzato a seconda del pubblico (genitori, ragazze, e pubblico trasversale) questo per consentire il corretto dialogo con tutti: famiglie e giovani 18-25. A tal fine le ragazze ricevevano contenuti beauty-fashion, mentre i genitori e il pubblico trasversale suggerimenti per bambini, curiosità sull’alimentazione, la nutrizione, il benessere. Un esempio: “le storie dello spazzolino”. Storie brevi che servivano per fare educational sull’igiene orale in modo divertente. Storie che fossero percepite come delle fiabe da poter raccontare ai bambini.

capitan aquafresh

13 Aprile 2015

Canali del progetto

Twitter
Tag
AquafreshFacebookGSKinfluencer marketingsocial advertisingsocial media strategyTwitter
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