Category Social Media

 

What I worked on:

As a freelancer, I was responsible for creating content for the social media channels (Instagram, Facebook, TikTok) of a typical restaurant in Livigno.
 

The client:

Hopplà is a company specialized in organizing events nationwide. It organizes entertainment and contests in shopping malls, corporate events, local events, and stand setups. The COVID-19 health emergency significantly impacted the events sector, leading Hopplà into a crisis. The lack of a solid online presence made it challenging for the company to adapt to the changes, manage online content, and maintain an active presence on social media despite the decline in activities.  

The project:

The web marketing strategy developed for Hopplà was integrated with the event organization, ensuring cohesive and synergistic communication. Social media was used to promote new digital event formats, contests, sweepstakes, virtual store and mall tours, engaging the audience actively. Discussions on relevant sector topics and general-interest subjects were used to capture attention with useful and engaging information. Hopplà communicated its resilience and readiness to offer innovative solutions, contributing to the revival of local businesses during the lockdown period.

Hopplà's Instagram account was carefully managed, following a strategy focused on human capital and the company’s distinctive values. Posts concentrated on authentic moments from the company's life, events, and online contests, as well as content that inspired users in their daily lives. Feedback was encouraged by asking followers to leave likes and comments, stimulating engagement through interactive stories, contests, and sweepstakes.

On Facebook, Hopplà adopted a strategy focused on event creation, sharing company links and articles, leveraging the broad reach of the platform. Instagram content was also shared on Facebook, along with industry articles and customer testimonials. The company used the platform to organize live streaming sessions, which were also broadcast on Instagram. Additionally, behind-the-scenes photos and videos of past events were shared to engage the audience and create a stronger connection with the community.

Finally, on TikTok, which was still in its launch phase at the time, the focus was on engaging the younger, more active audience on social platforms, posting videos aligned with the latest trends and leveraging the presence of official live characters (such as Topo Gigio, Paddington, Jerry, and many others).

Target audience:

During the lockdown, Hopplà's social strategy focused primarily on the target audience composed of the consortia managing galleries in shopping malls, maintaining constant contact and offering new live streaming entertainment formats. Additionally, it also targeted users interested in corporate events, local events, and booth setups, offering relevant content and innovative solutions to keep the audience's attention and interest alive.
 

Goals:

1. To communicate that the company’s activities continued despite the crisis, keeping the brand constantly present in consumers' minds. 2. To inform the user about the services offered by Hopplà and how they are managed. 3. To propose promotions and special offers to encourage purchases and active participation from users.  

Results achieved:

Hopplà's social strategy played a key role in promoting the live streaming events organized at the new DAD Space recording studio (including Un Salto al Centro da casa, Meet & Greet with TV show characters, La Posta di YoYo with Carolina and Lallo, Digital Top Cake with Damiano Carrara and the winners of Bake Off, Digital Top Style with Federico Fashion Style, Paddington, and English language workshops Music Meet). Through a combination of organic posts and direct interactions with the community, the company generated significant interest and engagement around its digital events. The creative use of platforms like Instagram and Facebook helped reach a wide and diverse audience, while TikTok's use attracted the attention of a younger generation. Thanks to this integrated social media strategy, Hopplà was able to maximize visibility and the impact of its live streaming events, generating active participation and positive feedback from its community.