Terra di Cuma
Tell me who you’ll go with and I’ll tell you who you are. Terra di Cuma is a horse care product leader with a story that has been written not by himself, but by his community. This community shares one central passion; their love for horse riding.
COMMUNITY MANAGEMENT
Building relationships beyond social networks
At the heart of our strategy was the purpose of strengthening and increasing the brand’s community. We utilized UGC content in order to convey authenticity and reliability to the brand, ensuring that people felt that they were, and are, part of something they really care about. We launched the #YourHorseStory in order to increase user interaction by inviting them to share personal content that will enrich the brand’s social profile.
Difference between Instagram and Facebook community
The relationship between TDC and his community varies according to its social media platform. On Instagram the brand has to garner reflection and empathy from Gen Zs and Millennials, who are experts in social dynamics, inclined to interact with digital content. However, in contrast, its Facebook community is primarily made up of baby boomers, who are less familiar with the functioning of social networks. It is according to these specific features and characteristics that we have created simple and clear call to actions in order to guide the relevant user and their actions as much as possible. The CTAs, which invite users to answer quizzes or to discuss issues by sharing photos of their horse, have thus been adapted to meet the relevant needs and requirements of community members.
SOCIAL MEDIA MANAGEMENT
Learning to look at ourselves under a different perspective of eyes
Creating a strong feeling of belonging within a social profile is the springboard to gaining future loyal and satisfied buyers. In order to win consumer loyalty we followed community management activities as well as creating a social content plan according to what the target was looking for. We additionally created an editorial plan allowing us to enhance user generated content in order to create content from the community point of view.
It is by listening to Terra di Cuma’s fanbase that we were able to understand which content was preferred, which language to speak and which information to convey. The main Terra di Cuma goal was to establish a strong and lasting relationship with its community. Conversion will follow spontaneously and naturally, only after creating an authentic and profound bond.
SOCIAL ADVERTISING
The best publicity is what others say about us
Creating a solid relationship with your community is only the first challenge one has to face. Every day you have to strengthen the community you have built. For this reason, we developed a google advertising campaign in order to increase interactions between users and the brand.
In May 2020 we launched two campaigns: the first was about traffic on the Amazon vendor site, and the second one related to increasing engagement. Every time we posted new content, we received at least 50 comments, obtaining an engagement rate that exceeded the estimated one. Following these positive results, we continued in June and July 2020, optimizing advertising expenditure by reducing 40% of campaign costs in total.
INFLUENCER MARKETING
Finding oneself in other people
We implemented our communication strategy for TDC by securing different collaborations with nano/micro influencers. Terra di Cuma belongs to a niche sector, so the strategy we developed was specific and target oriented. During one of the initial months, this campaign accounted for approximately 7.2% of the visits to the Terra di Cuma website and Amazon page, coming from referral links provided by influencers.
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