After a period of in-depth advice, IAKI has developed a plan for social media marketing for Tavola, Arbre Magique’s national and European distributor: a set of integrated actions in social media, starting from the opening of the brand’s official page on Facebook.

For further details of the transaction, we spoke with Sandro Marchetti, director of IAKI.

How was the collaboration with Tavola born?

The company turned to IAKI to understand whether and how to develop a social presence, and based on objective existence of a fan base product. The choice of the agency was to establish, therefore, every strategic decision on a preliminary analysis of online conversations with web activity monitoring, true listening to the web carried out in previous months.

What were the input from web monitoring and how did you use them?

We soon realized that there was a great buzz around Arbre Magique, and the brand reputation of the brand was mostly positive. At the same time, however, the brand was not taken too much care of and needed the appropriate spaces, contents and stimuli able to reinvigorate the conversations, and to bring them closer to the world of the brand. Just drawing inspiration from spontaneous interactions of people, we have created content strategy, choosing for example to make the product talk in person or to address some issues and not others. In short, accepting both the needs dictated by marketing, and attitudes that users already have with respect to the brand, which were to be supported and multiplied.

What Social media marketing strategy have you implemented?

First of all, it is a project that looks at medium-long term, with activities introduced gradually from April to June 2012, and the following two lines of action: one based on continuing operations, the other consisting of vertical initiatives and tactics. At the base is the opening of the brand’s official page on Facebook, with quite strong editorial choice. To interact, joke, flirt with fans, turning the board into a place of reference for news and curiosity about the world on the road, is the product itself – in the figure of the tree Pine (the most common reference) – to which we gave a pleasantly unconventional personality. Of course, not missing a tab with the main product of fragrances, and tabs dedicated to launching applications.