Mu Gelaterie

The challenge

• B2C: nurture customer engagement and bring the brand closer to their hearts
• B2B: help to develop the franchising in the North-West of Italy
• BRANDING: enhance the brand identity by implementing a tailored communication strategy

The Social Media Strategy

Velvet Media proposed and implemented a social media strategy based on three key elements:

1. The mascotte

To strengthen the brand identity, a mascot was created: Mucca MU is the main protagonist of all communication activities.

MU is an engaging, innovative and funny ambassador of the brand’s key messages:

• Quality of ingredients;
• Genuine craftsmanship with the use of natural ingredients;
• Possibility to customize the ice cream as you like it;
• “Healthy” & “Tasty”.

2. Instant marketing

We leveraged on current topics and online conversations to make our communication activities even more powerful and captivating. Thanks to a constant monitoring, we embraced social media and society trends with dedicated Facebook posts: MU became the protagonist of all the most shared events on social media, from the release of the film IT to the Academy Awards.

The Strategy

Numbers-based campaign

To attract the attention of potential franchisees, we emphasized the rational reasons to join MU - Artisanal Ice Cream Shop, with clear numbers and data: the number of shops, the number of affiliates and the number of cities.

In addition, by using the dedicated hashtag #ricominciodaMU (aka A new beginning with MU) and a formal/rational tone of voice, we emphasized the key messages:

• Benefits
• Economy
• Franchising
• Success
• Craftsmanship
• Quality

Furthermore, a landing page, a video and an interactive canvas were also created to promote B2B messages on all available platforms.