Post by sakibkhan51 on Feb 27, 2024 22:40:22 GMT -5
Although we started from the positioning Maltomatto = a place to drink well, eat well and have fun , the analysis of three new insights pushed us to go beyond the initial positioning and reconsider some aspects of communication. Specifically we assessed that: content depicting the beauty/goodness of the dish or drink was losing appeal in Q2 2022 on the contrary, community, meme or mood content builds community loyalty and creates engagement both from a metrics perspective and a qualitative perspective (e.g. quality of comments). Maltomatto's greatest strength is the community, I'm looking forward to rebalancing positioning and communication. Consequently, in the case of Maltomatto, the insights revealed to us that it was necessary to put those who experience the activity at the center , including the staff and the surrounding community.
This translated into two practical and strategic needs: modifying the Editorial Plan and creating different shootings compared to the previous ones. To modify the Editorial Plan, it was necessary to rebalance the content categories respecting Morocco Phone Number these percentages: content with staff and product: 30% staff content with the community: 30% happy community and product: 20% product only: 20% From the percentages presented, it is clear how the type of content reflects the positioning of the brand, focused on the people and community who experience (and create) the brand. The shooting, however, had the aim of bringing out the personality of the brand and presenting the activity as innovative and different compared to the other attractions in the neighborhood . Content production To produce the summer content for the 2022 companion, we created a mood shooting. This is not a classic shooting dedicated to the product, but a shooting that embraces the personality of the place, the staff and the customers.
Specifically, the communication of the mood 2022 campaign aimed at the relationship between products, territory and people. And, to do so, the contents provided by the brief have been divided into 3 macro-categories: area 1: union of stereotypes ( such as Roman phrases or typical situations ) and typical summer elements (e.g. bucket, inflatables, sunbeds) area 2: contents in which the staff and the community are depicted in the mood of the Roman summer area 3: memes of famous scenes and films in which the protagonists are replaced by the venue staff, to be reproduced in reel format.
This translated into two practical and strategic needs: modifying the Editorial Plan and creating different shootings compared to the previous ones. To modify the Editorial Plan, it was necessary to rebalance the content categories respecting Morocco Phone Number these percentages: content with staff and product: 30% staff content with the community: 30% happy community and product: 20% product only: 20% From the percentages presented, it is clear how the type of content reflects the positioning of the brand, focused on the people and community who experience (and create) the brand. The shooting, however, had the aim of bringing out the personality of the brand and presenting the activity as innovative and different compared to the other attractions in the neighborhood . Content production To produce the summer content for the 2022 companion, we created a mood shooting. This is not a classic shooting dedicated to the product, but a shooting that embraces the personality of the place, the staff and the customers.
Specifically, the communication of the mood 2022 campaign aimed at the relationship between products, territory and people. And, to do so, the contents provided by the brief have been divided into 3 macro-categories: area 1: union of stereotypes ( such as Roman phrases or typical situations ) and typical summer elements (e.g. bucket, inflatables, sunbeds) area 2: contents in which the staff and the community are depicted in the mood of the Roman summer area 3: memes of famous scenes and films in which the protagonists are replaced by the venue staff, to be reproduced in reel format.