An ice cream shop where customers can create their own customized bowl of artisanal ice cream.
Velvet Media proposed and implemented a social media strategy based on three key elements:
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:
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.
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:
Furthermore, a landing page, a video and an interactive canvas were also created to promote B2B messages on all available platforms.