For De’Longhi, we started with taking over the Facebook channel, and built it up with a new concept, and a social strategy developed by us. Facebook is relevant for this market segment as the products appeal to a clientele with higher purchasing power. Therefore, the target group is in an age range that can and wants to afford a fully automatic coffee machine.
At the end of 2019, De’Longhi added Instagram, a channel that we already manage extensively for other budgets. We shared and applied this expertise now with De’Longhi. The varieties are different, the posts only partially identical. But there are also new possibilities like dark posts and stories. Furthermore, the form of communication is basically not comparable to Facebook.
The coffee segment is a very broad area that allows many topics to be addressed. In the editorial plan, campaigns, and posts are planned in advance, without losing flexibility for current topics. All services in the area of campaign planning, ad management as well as targeting and re-targeting are services provided by the agency.