The symbol of avant-garde Italian design for more than seventy years.
Transforming the perception of a common material, plastic, by presenting it to the market as an alternative and quality design element. This is the ambitious challenge that has always guided the production of Kartell, the Italian design brand active in the manufacture of plastic furniture and home furnishings.
The brief
Over the years, the company’s reputation has also grown internationally. For Kartell, today, increasing the brand’s presence in the Chinese ecosystem is a primary objective. Digital Retex assisted the Milanese brand in developing a cross-channel strategy for a communication plan on two of the main Chinese digital channels: - Little Red Book: social network which provides many functions typical of online stores; - Weibo: social media that supports sharing, messaging, gaming, promotions and other activities.
The Results
For the brand, already present with an Official Account on WeChat, the communication activity on these three channels was carried out in a completely synergic and coherent manner, paying particular attention to the storytelling and tone of voice used, which adapts to the digital space. A completely renewed content strategy, which made it possible to increase the quality of the editorial plan, user engagement and, consequently, brand awareness in the market.