Social Media Strategy
Frecciarossa is Italy’s first high-speed train and, with the entire Le Frecce fleet, has always represented progress because connecting cities has improved them, evolved them, and brought economic prosperity, representing an activator of the country’s development.
2020
Content
Digital Media
Strategy
Challenge
Communicating Italian high-speed trains on social media.
Frecciarossa is Italy’s first high-speed train and, with the entire Le Frecce fleet, has always represented progress because connecting cities has improved them, evolved them, and brought economic prosperity, representing an activator of the country’s development.
The brand needed a change of course on Social channels, diversifying its approach to improve Customer Satisfaction and increase brand loyalty by increasing engagement and supporting visibility and conversion of business initiatives.
Solution
A dedicated team to support the brand across 4 channels.
With a dedicated multidisciplinary team, we developed a content strategy equipped with three different speed gears to respond to the three possible evolving pandemic scenarios of the country’s socio-economic environment: (1) lockdown, (2) partial openness to, (3) the Next Normal.
An approach that allowed incredible flexibility and responsiveness in social brand communication – on Facebook, Instagram, Twitter, and YouTube – helped us get Italians safely back on track during all three scenarios.
Execution
A special guest on board the Frecciarossa train.
During the Giro d’Italia 2021, the “Endless Trophy,” for the first time in history, Frecciarossa traveled from Turin to Milan. We documented and accompanied the event with precise storytelling on Instagram and planned to make the most of the brand’s presence and partnership with Giro d’Italia.
“My #GiroInFrecciarossa” was the promotion concept that helped us tell the whole day, stage by stage, via Instagram Stories, from two points of view: the Giro d’Italia with the Trophy and the “giro” understood as a travel experience by Melania Bifaro. (@inviaggioconapple).
We gave a personality and a voice to the Endless Trophy, the real star on board who told story after story about the #GiroInFrecciarossa speaking in first person aided by @inviaggioconapple, the main influencer of the partnership.
Results.
Improve customer satisfaction and increase brand loyalty by increasing engagement and supporting visibility and conversion of business initiatives.
