Molteni&C belongs to the industrial group of the same name, which includes three companies operating in the furniture sector: Unifor S.p.A., Dada S.p.A. and Citterio S.p.A.
The Molteni Group operates in over eighty countries throughout the world. Molteni&C-Dada expressed the need to consolidate and develop its strategy in China and was aiming to add digital presence to its traditional commercial presence: the company currently has 8 stores. The main objectives of the digital strategic project are to leverage the official brand channel in order to increase brand-awareness and the ability to deliver corporate and informational content.
THE PROJECT
During the first edition of the Shanghai Salone del Mobile, one of most important events in the sector, we helped our customer launch its Official WeChat Account and push-messaging plan. The analysis of the data and follower behavior led to a restyling phase.
WeChat Official Account creation:
The creation of an Official Account on the platform includes the management of the bureaucratic procedures and support in identifying contents, tone of voice, graphics and structure.
ADV campaign:
Defining the editorial plan for the WeChat channel.
Consultancy:
Support in identifying which channels to use, marketing strategies and initiatives to be promoted (e.g. QR codes at trade fairs or sales support materials).