Many brands, one family.
In Italy, the Lactalis Group is the market leader in dairy products. This result is the result of the prestige of the individual brands that are part of it, themselves leaders in several respects: Galbani, Parmalat and Castelli.
2022
Creativity
GOAL
The Lactalis Italia Group and their respective brands needed to enhance the point of difference of each brand and their distinctive values through their respective Linkedin pages.
Lactalis in Italy is the leading player in the dairy sector. In this scenario, Linkedin becomes the epicentre of the Group’s corporate communication, with the essential objective of bringing out the positioning and link between the Group and the brands.
Starting point
40% perception of competitiveness for brands that tell their story on LinkedIn
Reality check: HOW DO WE FACE THE challenge?
People look for companies with values in which they can mirror themselves, not only when buying a product, but also when looking for a professional opportunity.
Context
LinkedIn is the place to be for companies, where to be present and communicate effectively to people.
Solution
For the Lactalis Italia Group channel and for each page, we have identified a strategic direction with concrete actions to define the identity of the brands and enhance the Group’s role as market mentor.
Execution
We talked about the brand’s products and values, recounting the more human aspects as well as the more technical-scientific ones.
One campaign, several formats
Videos and carousels guided us in the celebration of 140 years of the Galbani brand. Carousels with archive images with the aim of telling the story and tradition of a brand loved by Italians. Videos with employees A way for people to feel like real brand ambassadors.
We strengthened our knowledge of the Group
The pillars identified during the content strategy phase were a solid guide that allowed us to give the right slant to each piece of content (event, news, etc.), responding in a winning manner to the twofold communication objective: to raise awareness of the Group and to differentiate the brands belonging to the Group with their own brand identity.
A path that has allowed us to obtain winning results in terms of increasing the Engagement Rate on all four pages and a constant growth of the follower base.
