IAKI develops a Social Media Marketing project for Darty, in order to give greater recognition to its new brand identity. Sandro Marchetti, CEO of IAKI, tells us how it went.
What’s Darty’s social media image?
Before we started the social media marketing project, Darty had quite a few conversations on the network, a few references to price and delivery. However, we have built an articulated Facebook Marketing project, which started with the construction of a community of fans. Thanks to an editorial that has synergistically blended commercial information and industry news, we have progressively built Darty’s social identity based on convenience and service.
How have you managed the brand presence on Facebook?
We designed a full round social media strategy, using the commercial offering of Darty as promise and reason why of the strategy, and dressing it in a fashion suitable for Facebook. We thought of communication mechanics that did not have the sole purpose of selling, but that were social engagement, and that would lead to concrete benefits for people. An editorial plan strongly mixed between product offerings and interests of public knowledge. 7 different tab pages, updated and used to work in synergy with the proposed editorial plan, with the sole aim of increasing the conversations. Let’s see some examples. A welcome tab, connected with the Charter of Rights and Darty offline with the website via direct links. A flyer tab as a filter between website, social networks and point of sale, with a strong call-to-action to purchase. Tabs which are an expression of the new brand mission.
What’s the added value?
First, that every social member follows the common thread of the graphic-conceptual identity expressed in every other communication materials both on and offline, generating awareness. Second, that every element of communication and social interaction aims to conversion: visits to the store, purchase on the eCommerce site. The added value is therefore the absolute alignment with business strategy in a full round communication started with the flyer, developed both in-store and then expanded on social media.
Are there other social channels to add to the Social Media Marketing project?
Foursquare, and I said everything and nothing but the truth! Here, too, we opened the Darty profile, the stores’ venues, and a number of special badges and promotional activities related to special promotions in store. Here, too, the traffic was surprising, even in cities where we assigned lower potential.