How can we transform paper towels from a disposable item into a household staple? The Italian company Sofidel entrusted us with building an online community around the Regina towel brand. We had the brand’s established market presence, a wide range of products for various uses, and… a free hand.
SFERA was responsible for:
Regina towels are designed for a variety of purposes, but a particular emphasis is placed on their use in the kitchen. That’s why we focused on two key themes: how to make cleaning your home enjoyable and how to eat healthily and deliciously. These themes were reflected on two websites and Facebook pages: Regina in the Kitchen and Regina at Home.
Interesting articles, useful tips, engaging contests, and campaigns, where participants knew their opinions and creativity mattered, led to the rapid growth of the Regina online community, increased engagement, and recognition of added value, allowing them to consider the product beyond price alone.
Attractive added value in the form of useful articles and practical advice on keeping your home clean, storing food, everyday ecology, simple, traditional recipes, as well as frequent engagement campaigns have led to the growth of a loyal community around the websites and social media channels, which has translated into a noticeable increase in product sales.
SFERA demonstrated full understanding of our needs, creativity and great skills resulted in the formation of engaged communities around the keyword of our brand value propositions. The initiative, readiness for quick response and flexibility in adapting to our needs deserve special distinction. SFERA with great commitment and creativity helped our brand to achieve success.
Andrea Landi, Media & Digital Manager Soffass S.p.A.
