AMA
SOCIAL MEDIA CONTENT
PROJECT
Social Media Content
& ADV Strategy
CLIENT
AMA Spa
WHAT WE DID
Market & target analysis
Competitor/comparble analysis
Social media strategy
ADV strategy
Copywriting
Creative direction
YEAR
2021
AMA SPA, a leading Italian company in the supply of components for the outfitting and maintenance of Off Highway Vehicles (OHV), at the head of a group consisting of 16 production plants and 12 distribution branches, has chosen Ventisette Digital for the elaboration and grounding of its Social Media Content Strategy and Social Media Adv Strategy.
The Group requested a 3-step consultancy from the agency:
- carrying out a qualitative/quantitative analysis of the Client’s business and the target audience sought on the areas of greatest interest;
- based on the analysis performed: construction of a coherent and coordinated Social Content Strategy, which established a dialogue with the qualified target, through the creation of an ad hoc editorial content plan for social;
- increasing the recognition and impact of the developed strategy through the development of a Social Adv Strategy that included adv campaigns on social, sponsored and supporting the created content.
SOCIAL VALUE PROPOSITION
We defined a key-concept that communicated AMA’s social value proposition, so as to set up a defined and recognizable brand storytelling across all the social media involved.
MARKET & TARGET ANALYSIS
As with every strategy we set, we have conducted a thorough analysis of the Client’s target market as well as its business and current positioning.
COMPETITOR/COMPARABLES ANALYSIS
The analysis then continued with an in-depth study of AMA Spa’s competitors and comparables and their social presence: which platforms are the top performers, the most popular tone of voice, the plus and minus points of industry communication.
Art Direction & Copywriting
We created a Tone of Voice for AMA Spa that vehicles its strength, expertise and distinctiveness in every medium, digital and otherwise, fostering its memorability and making it Top of mind in the industry. Tone of voice that has been declined on every step of the social media strategy, both content creation and adv.
In order to strengthen and expand AMA’s brand identity, we created a new digital corporate image, declining it on every social network involved and exploitable positioning, both from an organic and campaign perspective.
Social Media Strategy
Starting from the Client’s objectives and the analyses carried out, we structured a multichannel strategy that would make AMA Spa present and recognizable on the social networks most responsive to the market and the desired positioning.
With the aim of maximizing results, we therefore chose to invest in AMA’s presence on Facebook and LinkedIn, i.e., the two main references of the target audiences, excluding unnecessary economic and productive investments on placements not useful for achieving kpi.
Having different target markets to address, both business-wise, budget-wise, and geographically, we declined AMA’s multiple assets differently-both visually and content-wise-on the two platforms, indulging their inherent peculiarities.
Social Media ADV
Starting from the client’s strategic objectives and indicated budget, we elaborated a six-month campaign funnel for both social networks, differentiated on the basis of target markets (B2C – B2B), in order to ensure that AMA Spa achieved the shared objectives.
For each step (TOFU-MOFU-BOFU), dedicated budgets, content and kpi were developed.
The retargeting phase was purposely postponed when the first results were achieved.