Nicky – Sofidel
Nicky is part of the Sofidel Group, one of the world leaders in the tissue industry for hygiene and home products. The commercial reach of its products goes beyond Italy’s borders, as Nicky products have over time conquered numerous markets and are now present in the United Kingdom, Spain, Ireland, and Poland.
Talking about tissue in Italy and Europe means dealing with an industry that makes technological development and innovation its strengths, especially when the benchmark is the very large number of competitors crowding the supermarket shelves.
The challenge presented to Mentarossa was as difficult as it was stimulating: to define a social media strategy in line with the brand’s ToV, creatively telling the characteristics of all the product lines and tailoring individual creatives to each country.
The first goal could be summarized in a single word: differentiation.
To build customer loyalty, standing out in an overwhelming offer, it was necessary to pull the famous rabbit out of the hat (…or out of the roll), coming up with creative, engaging, and unique solutions.
From the roll to the scroll: we evolved tissue into a story that works.
The definition of a recognizable graphic style, the choice of colors that enhance all categories and lines, and the drafting of an original editorial plan that would leave a mark were the first tools on which we focused, making sure nothing was left to chance. From the beginning, one thing was clear to the entire team, from the first graphic designer to the farthest collaborator: following national days and the most celebrated holidays by creating ad-hoc content wouldn’t be enough.
We needed something more; creativity was essential.
Month after month, plan after plan, we “shaped” stories and content for each product.
By selecting different targets depending on the line, we covered the main social channels (Facebook, Instagram, Tik Tok, Youtube), trying to give each line a well-defined character.
We made use of the latest trends, devised engagement marketing strategies, and pushed the “seriously funny” approach we’ve really grown fond of. We focused on every target segment, appealing to both boomers and millennials, sometimes feeling nostalgic, other times eternally young at heart.
The result? It’s difficult to draw conclusions when the desire to keep surpassing ourselves and having fun with Nicky is still so strong, maybe too strong. Surely many more strategies will be put on paper, just this time not tissue…
We came up with a content strategy that would highlight the different brands in the catalog, while staying consistent and true to Candida Celiento’s vision. We did this by writing SEO-focused blog articles and working on the creation of social visuals aimed at building brand identity.
What started as a recently created e-commerce site with enormous growth potential, has in the last year seen a three-figure sales increase and equally exciting traffic to the site and the e-commerce platform.
