Case Study: Spazio Conad Pesaro
The flyer problem and Gen Z
How does a supermarket communicate? Traditionally, with a paper flyer. The problem? New generations don't read it. The goal was clear: intercept young people (and beyond) right where they spend their time, radically changing the language.
The Old Model
One-way and purely transactional communication. The focus is exclusively on price and the weekly offer. A passive, institutional tool that builds no emotional loyalty and is completely ignored by the under-30s.
The Social Revolution
Spazio Conad Pesaro becomes the first supermarket to bring non-institutional content to social media. From a place of transit to an entertainment hub: the brand steps down from its pedestal and starts speaking the native language of TikTok and Instagram Reels.
Creating the organic strategy for Spazio Conad
We didn't want to build just another "digital storefront." We designed an organic ecosystem based on entertainment, transforming the supermarket into a daily content hub.
Trends & Humor
We jumped on the latest trends, adapting them to life in the aisles. Self-deprecating humor allowed us to completely break down the cold, corporate wall traditionally associated with supermarkets.
The Product as the Star
We turned the products into the main characters, having them showcased by young faces that resonate perfectly with our Gen Z audience!
Behind the Scenes
Showing what the customer never gets to see: how the bread is baked, how logistics operate before opening. This narrative transparency builds immense curiosity and brand loyalty.
From Organic to Sales: The Ads Strategy
Virality is useless if it doesn't bring receipts to the register. Once we built a loyal and "warm" audience through organic content, we implemented a surgical Ads strategy.
Audience Retargeting
We tracked users who interacted with our entertaining videos, creating a custom audience. We turned casual viewers into actionable contacts.
Pushing the Offers
To this "warmed-up" audience, we began showing sponsored campaigns focused on weekly promotions!
Drive-to-Store (Sales)
Through specific formats and geo-targeted ads in Pesaro, we measured the campaigns' impact by translating clicks into actual physical visits to the supermarket.