Bella Italia Website

An Owned Media Platform

The Challenge

Create an emotional connection between the Bella brand and the target audience.

Our KPI’s were associated to audience building and driving footfall and sales in-restaurant. This meant we had to bake in short and medium term wins along the way to transforming their marketing in the UK.

We had 24 months to achieve this transformation, and in that time we knew we’d also have to help them recruit an in-house team to take over the marketings reins.

The Solution

Our solution was to give Bella Italia the insight and the tools they needed to better run and manage their own marketing. We started by helping them get clear on their brand – the story they could tell above and beyond their product. This had to marry with a clear understanding of their audience. Armed with these we quickly helped improve social media performance.

We then moved onto building out their owned media, creating a space Bella Italia could anchor all marketing to with confidence. The final part of our solution was helping them recruit the right roles and provide process so they could kick on as a team.

The Result

  • Build and integration of a new platform to allow more useful and ongoing engagement with customers
  • Integration of core data and CRM tools to enable smarter marketing
  • A 36% YoY increase in traffic to the website and a database growth of more than double the target
  • Within the first nine months of supporting with Facebook marketing, fans shot up from 55,000 to 100,000
  • Independent recognition of engagement success by Social Bakers (best in sector)
  • Full transition of social media & CRM marketing in-house through recruitment, training and implementing processes

The Benefit

The owned media platform we built is now Bella Italia’s most important marketing asset. It’s a offers a content-rich brand experience that integrates community functionality to enable value exchange and give Bella’s marketing teams the data insight required to personalise follow-ups and offers. This rich database has transformed how Bella think about its website and the value of email.

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