Candida Celiento changes and strengthens its brand positioning.
Candida Celiento is a Campanian excellence boasting over 50 years of experience, specializing in designer home decor, gift items, tableware and kitchen accessories, and wedding favors. The brand’s ability to always keep up with the times, intercept a diverse target, and engage with an increasingly complex market has made Candida Celiento a true point of reference for anyone looking for a particular design object or wishing to give an original gift.
In addition to having a maxi store in Maddaloni (CE) and a city store in Naples, near Via Toledo, in the heart of the Neapolitan capital, Candida Celiento is also present on the web with an e-store, a real “virtual showcase” open to a market that is not only local but also Italian, and even international.
The development of an e-commerce capable of managing the volume of orders received and enhancing the best collections of renowned brands (Seletti, Brandani, Smeg, Queeboo, Palais Royal, just to name a few) that are part of its catalog, required a further organizational and creative effort.
If the work of cool hunting and research has always been in the DNA of the Campania team, to improve the performance of its e-commerce, an idea was needed, or rather, a strategy was necessary.
We designed a furnishing identity: recognizable, warm, and consistent with its spaces.
The request that Mentarossa received was immediately stimulating: Candida Celiento must become the preferred choice for those who search online for assortment, quality, trend, innovation, price, and trust.
Mentarossa took up the challenge by developing a cross-media digital marketing strategy.
How we did it:
- in-depth data analysis: who are our users, what and how much do they buy, how do they speak?
- study of active and most effective media channels and redefinition of the Media ADS strategy
- creation of a new graphic format and definition of an effective social media strategy consistent with the target audience,
- definition of loyalty solutions capable of increasing Candida Celiento’s leads and interactions
- implementation of Artificial Intelligence tools that personalized the customer journey and offered users customized content
We conceived a content strategy that could enhance the various brands in the catalog, and at the same time remain consistent and faithful to Candida Celiento’s vision. We did this by writing SEO-oriented blog articles and working on the definition of social visuals aimed at creating brand identity.
What, at the beginning of our journey, was a recently conceived e-commerce with enormous growth potential, in the last year has led to a triple-digit increase in sales and an equally exciting number of unique accesses to the site and the e-commerce itself.
“`
