story
Citalia lacked any coherent social strategy and needed desperately to increase engagement and direction, driving top of the funnel interest but also consideration for those more familiar with the brand’s offering. There was no connection between the brand’s core identity and what was being published on their key social channels.
elements connected
- For Immediate Media, I set the social strategy by finding the commonality between the different audience segments and created a new, central editorial proposition.
- That proposition need to give clear creative direction but also be flexible and rich enough to feed the high volume of activity required for real community building. The answer was finding a single lens we could apply to Italy’s wide variety of places, people and culture.
- Having studied, worked and then got married there, it was cool to be able to inject some of that experience into this ongoing programme of work.
outcomes
- My social media strategy returned 4 times the average industry engagement rate.
- A content playbook treated as gold standard with a framework rolled out to multiple other Travelopia brands.
- A content monetisation playbook supported with bespoke commercial models, rate cards, sales coaching and visual materials.
GET IN TOUCH:
matthewjpink@gmail.com
