A Facebook marketing operation that aims to involve the Hoover customers through the Synua Girl character: a young career woman, with little time and so many interests. A new editorial plan and the launch of a DEM dedicated to the character, revitalize the relationship between Hoover and its customers.
We ask Sandro Marchetti, CEO of IAKI, to explain in detail the strategy for Hoover.

Who is Synua Girl?

Synua Girl is the ideal representation of the Hoover women. She takes her name from the vacuum cleaner Synua, launched with a microsite and a Facebook Page. During the same period a contest  has also been made to elect the face of Synua Girl 2010. The character is a young manager woman, full of interests and commitments, always ready to share her passions with the web. Facebook is the ideal space to develop her personality and to talk about the brand at the same time.

What’s the Facebook marketing strategy?

The Social Media Marketing IAKI team has designed a new publishing plan based on the Hoover values: technological innovation, attention to ecology and design. Based on these considerations four themes have emerged that allow you to create customer engagement with different types of people.
Synua Girl comes to fashion, environment, lifestyle and technology. She has an eye toward the future, in line with the Hoover pay-off “Generation Future”: a call for innovation. She also addresses the problem of optimizing your time, another central issue in Hoover communication.

What’re the changes on the Pagina?

Tabs dedicated to photos, notes and discussions that have outlived their usefulness related to the first phase of launch have been all eliminated. We have added a  products tab, one for the store locator, dedicated to promotions and a dedicated survey, to engage people. The explicit presence of the brand is limited to the tab, but its values are reflected in the choice of topics.

How is Synua Girl promoted?

By sending a DM to the Hoover database a large number of people will be involved. The DEM makes you curious and want to know both the Synua Virtual Girl and the winner of the competition. The page will gain visibility with a profiled advertising campaign, designed to engage the Facebook community. The DEM and online advertising are part of a digital strategy aimed at creating buzz around the brand.