Infinity Surfaces
DIGITAL ADV
PROJECT
Brand Awareness
CLIENT
Infinity Surfaces
WHAT WE DID
Shooting
Online presence
Newsletter
YEAR
2023
Infinity Surfaces, a company specialized in the creation of a new generation of large format slabs in porcelain stoneware quality products produced exclusively in Italy, has turned to VENTISETTE Digital for the development of its online presence strategy on the two major spring events of the ceramic sector 2023: the Salone del Mobile in Milan and the Coverings in Orlando (USA).
VENTISETTE has implemented a brand awareness strategy based on the creation of new and original contents which have then been reverberated on the web through ADV campaigns on the Mailchimp/META/Pinterest/LinkedIn/Google Ads channels towards a target audience which has been invited to land on specially created landing pages to leave your contact details to participate in events during the week/request information on products.
The complexity of the project, as well as in its structuring, lay precisely in reaching 2 different and very vertical targets: at Coverings, in fact, the target is essentially made up of distributors of building materials (therefore either owners of distribution companies or their general managers/purchasing managers ); at the Salone, however, the target is much more heterogeneous: furniture brands that use slabs as a finish for their accessories, furniture material distributors, designers/planners.
Shooting su Milano
Two days of shooting in Milan: the first including 9 locations scattered throughout the city, the second at the fair on the stands of Infinity and its collabs.
A team made up of a producer, two video makers, a photographer and a creative director took care of creating video and photo pills (in real time but not only) to present the collaborations of Infinity Surfaces with the most important furniture and of the design to be published on the Company’s online principals.
Videos and photos to present the new Infinity products and the collaboration with the host brands in the various locations of the city, from Veneta Cucine to Lodes to Pollini, not presented as “made at the Salone” but to be used at any time of the year so as to do not create redundancy with other content.
For each of the locations where furnishings with Infinity materials were exhibited, 1 video content and 4-5 photos were created; finally, two 20/30” videos documenting the presence of Infinity at the Salone and at the Fuori Salone, presenting all the novelties seen at the Salone del Mobile 2023 with tight editing and some key concepts in graphics.
Le campagne di digital ADV
3 i principali obiettivi dell’attività ADV online:
- Communicate the presence of Infinity at the Salone del Mobile 2023 – Milan
- Communicate the presence of Infinity at Coverings 2023 – Orlando
- Drive to Store: give visibility to the Infinity stands and collabs to increase visits to these locations
The adv campaigns were divided into 2 phases: a teaser phase in the 2 weeks preceding the events (April 3-17) to create curiosity and anticipation and also give the insiders the first information; an ON AIR phase, from 18 April until the end of the 2 fairs, to instead exhaustively sponsor the presence at Coverings and at the Salone del Mobile 2023 with the launch of new products and the search for maximum possible visibility on the basis of the available budget.
The channels used were:
Mailchimp
By building mailing lists and ad hoc newsletters.
Social Media
LinkedIn, Instagram, Facebook and Pinterest: with campaigns aimed at vertical target audiences and/or targeting audiences who had already interacted with the Client’s profiles and pages.
Google ADS
With the development of search campaigns aimed at foreign and Italian users looking for keywords related to the Salone del Mobile, Coverings and related keywords (e.g. Salone Mobile 2023, Salone Milan, Milan Design Week 2023, Coverings 2023, Coverings Orlando, Tile Show, Tile event etc) for browsers in Italian, English, German, Spanish, French; with the development of display + discovery campaigns which, by means of visual announcements, reached Italian and foreign users who were within a specific kilometer radius of the two fairs.
Landing Page
All campaigns had CTA landing on landing pages created ad hoc on the Client’s website (in ITA + ENG for the Exhibition, in ENG only for the Coverings) where, after a brief presentation of the strengths and assets strategies that Infinity brought with it to the Salone and Coverings, the main novelties, technologies and collections to be communicated were presented, as well as the main information relating to the stands and the presence of Infinity in the 2 locations.
