IAKI designs a social media marketing strategy for Morellato,Italian brand engaged in the creation and production of jewelry and watches, strengthening its position as a luxury available to everyone and increasing sales with a product oriented editorial plan.
Morellato has a very strong positioning, the public knows it as the fashion jewel that everyone can afford and wear at any time. Our social media strategy aims to increase sales of the product in this spirit: everyday is ideal for wearing a different jewel, but also to give it away. We decided to strengthen Morellato positioning by finding a synthesis between elegance and everyday and communicating this with a dedicated editorial. We’ve posted photos of each collection on the Facebook page, showing the wide jewelry range, always accompanied by a call to action and a link to the online shop to buy the product directly.
The target audience is mainly made of young women who are on social networks and who love to interact with a brand they are affectionate about. Based on this we have built a Facebook page focusing on call to action and applications. On Valentine’s Day, for example, to communicated the new collection “Animals” we launched “The automatic lover”: 7 cute little animals, metaphor of seven different man’s personality types, have courted the fans for a couple of weeks, posting seductive phrases on their boards to make their partners jealous.
We ended up choosing the most used social network: Facebook. Sector speaks to young women that are familiar with this channel, interact with the brand and chat. This word of mouth gives more visibility to the brand.
People are showing great interest in the product and are actively involved both in applications and in conversations on their timeline. The editorial plan, with its intimate tone of voice, interactive and trendy, has made apparent on the page that Morellato is a luxury everyone can afford, creating a community of over 80 thousand fans.
09 April 2012
