De’Longhi Group

De’Longhi Group, tra i principali player globali nel settore del piccolo elettrodomestico dedicato al mondo del caffè, della cucina, della climatizzazione e della cura della casa, aveva le seguenti necessità:

• create a governance model and a social media ecosystem oriented to business objectives
• sviluppare una nuova architettura per i canali social dei tre brand del gruppo (De’Longhi, Kenwood e Braun Households)
• implement a centralized data-driven strategy with local distribution
• definire e gestire una strategia di influencer per la campagna social “Perfetto”

Thanks to our collaboration we achieved the following results:

• a new architecture for a business and data-driven strategy in Social Media
• a Social Media Strategy Framework for Engaging and Effective Campaigns
• optimizing global and local governance processes with structural recommendations
• miglioramento della presenza sui Social Media grazie all’apertura e alla gestione strategica del primo canale globale del brand

De'Longhi Group turned to Dinova to create a Governance Model and Ecosystem designed around business objectives, with the aim of improving the effectiveness of its social media presence and transforming the De'Longhi Group into an industry leader.

It was necessary to develop and implement a new architecture for the social media channels of the Group's three brands, using a centralized, data-driven framework, guided by a global strategy but with local distribution, to meet the specific needs and objectives of the target markets. Furthermore, they asked us to open and manage the social media channels for the Group and the individual brands, also defining the influencer strategy for the social media campaign: "Perfect."

The project involved mapping over 250 social media channels worldwide (both global and local), with a particular focus on qualitative and quantitative analysis of the performance of brands' social media pages (Facebook, Instagram, YouTube) in key markets. Through social listening , we studied the correspondence between social perception and brand positioning in key markets and conducted competitor architecture and strategy benchmarking .

We have developed a new architecture to manage a data-driven strategy for the Group's Social Media and implemented a Social Media Strategy Framework model to support brands in creating engaging and effective campaigns for their target markets, including KPIs, Listening/Performance, Audience, Content, Community Management, Media and Influencer Marketing.

Global and local governance processes were defined, providing recommendations for the necessary structures and resources. Additionally, we oversaw the strategy, social media, and community management of the brand's first global channel.

Analysis, strategy and tailor-made solutions to put the value of the brand at the centre

We were chosen by the De'Longhi Group for our solid experience in social media management and optimization projects in global contexts. Our expertise in data analysis, strategy development, and the implementation of innovative methodologies allows us to offer customized solutions, perfectly aligned with the client's business objectives.

Our approach has always been focused on people, their experience, and data . This guarantees effective and lasting results, highlighting brands' value and significantly improving their digital presence.