IAKI built for Bellissima Absolute Imetec a Facebook Marketing Strategy that was part of an integrated and sustainable Social Media Marketing project.
We asked Sandro Marchetti, IAKI CEO, to go into the details of this “social experience”.

What are the client’s needs?

Imetec, already the market leader in small appliances, wants to support the offline launch of the new straightener Bellissima Absolute with a Social Media Marketing initiative on Facebook. Compared to the previous Imetec communication this new product needs to speak a language closer to fashion, and to a public fond of straighteners. To respond to these requests, the agency’s creative team involved with the social media team to understand how to give visibility to the brand on social networks.

What Facebook Marketing Strategy has been set up?

Before opening the page, the agency has taken action on the web monitoring for Absolute Beautiful brand to be clear about the type of interlocutors with whom you would be compared After this initial phase the presence of Facebook was a direct consequence because it is now the best place to engage in a targeted profiles emerged from listening to the network. Keep in mind that Imetec wants to involve the consumers who already know and use the hair straighteners of the brand. The strategy will also include an influencer marketing activity with the participation of bloggers (fashion and style oriented): authoritative voices in the network. The communication strategy adopted the anchor “voice” has been articulated and justified in one word: storytelling. The brand wanted to get to know and recognize with a personality and a way of being well-defined, by Fashion Victim Already knew, therefore, the tone of voice to use with its fans, just had to understand the way With this in mind we have designed a copy storytelling and we put it into practice.

How is the Facebook Marketing structured?

The Facebook page “Imetec Bellissima” is composed of several tabs: one focused on the product; “PlayWithStyle” for the WomenRevolution application; a conversation tab; one for notes, focusing primarily on the subject of hair in relation to the world of fashion, glamor and trends of the moment. All graphics goes back to the commercial of the new straightener: black as background color and the red ribbon symbolizing the Infrared Iron Technology are pillars. It also includes a dual social Facebook adv campaign both to push consumers to use the application and to persuade them to deal with the community through the discussion tab.

What can you reveal of the editorial plan?

The editorial work for “Imetec Beautiful” is a significant part of the project because every day we published two status updates ranging from fashion, style and trends. Considering the curiosity and attention of our target, it is a constant effort not to disappoint them.