The solution

Following a detailed analysis encompassing objectives, competitive landscape, target audience, and other relevant factors, a series of meetings were organized and conducted. During these meetings, various representatives of the firm and key figures in its daily operations were interviewed. Based on these insights, a comprehensive communication strategy was developed and implemented through an editorial plan for the firm’s LinkedIn page.

The content strategy incorporated a significant video production effort featuring the team at Leading Law. From cover visuals to opening and closing video titles, all content adheres to a coordinated design specifically created to establish a consistent visual identity for the firm’s brand and to communicate effectively and recognizably with its target audience.

The “LEADING TEAM” series aims to transparently showcase the insights and expertise of the firm’s professionals. The narrative is further enriched by the symbolic passing of a ball of yarn (“Follow the lead”). This narrative device serves to convey the sense of unity within the team and the comprehensiveness of the services offered. The three questions featured in the format further enhance the firm’s expertise by connecting with current and potential clients through a more direct and informal approach.

Results

Leading Law is a multifaceted entity operating within a highly competitive business environment with complex communication and branding needs. Synesthesia effectively guided us in analyzing and identifying our needs, demonstrating an exceptional understanding of the unique dynamics of our sector. The availability, creativity, and intuition demonstrated by the team enabled the development of our editorial and brand positioning strategy, resulting in tangible and immediate outcomes. These include an increased engagement rate, enhanced brand unity and recognizability, and improved effectiveness in social recruiting.
(Avv. Francesca Cassone – Partner of Leading Law)

The solution

To achieve the desired objectives, Synesthesia’s marketing team undertook the following activities:

• Analysis and strategic consulting;
• Press office and content strategy (press review);
• Development of the new website in Italian and English;
• Analysis and SEO optimisation in English;
• Creation and management of the new dedicated Instagram profile;
• Management of social media campaigns and Google Ads;
• Design of offline graphics: catalogues, flyers, displays, postcards, stickers, exhibition stands, set-ups;
• Production of launch videos, promotional materials, cleaning tutorials, video interviews with stakeholders, ASMR videos;
• Organisation of the launch event for the new material.

Results

The communication project for the launch of Cosmolite® produced significant results over the period 2022-2023, including:

• +24% increase in website visits;
• More than 15 press clippings dedicated to Cosmolite in industry publications;
• Participation in the most important trade fairs in the sector (Fuorisalone, SICAM, Marmomac);
• +10% increase in video views on YouTube;
• Over 300,000 impressions on Google Ads with a CTR of 50%;
• 8.7% engagement rate on Instagram.

The solution

Through a balanced and well-structured content strategy, we defined which content to create and publish on various communication channels (LinkedIn and Instagram) to achieve the desired marketing objectives.

Our approach allowed the brand to differentiate itself and become recognizable compared to competitors in a creative and strategic way: thanks to the work and vision of our graphic design teams, we focused on the perception and recognizability of the logo through a significant restyling aimed at simplifying the color palettes.

This new graphic development also led to the creation of Assicuratrice Milanese’s new website, built on WordPress, customized, and optimized for SEO.

Finally, our press office provided the necessary tools to explore new editorial opportunities aligned with the business and objectives of the company

Results

Important results were achieved on the company’s social media channels. A net increase of 5.4% in LinkedIn followers was recorded, with 59,733 views over a span of 7 months.

Regarding press coverage, significant appearances were made in leading industry publications and national newspapers, such as Milano Finanza and AssiNews.

The solution

To achieve the brand’s goals, Synesthesia developed Digital Marketing strategies with targeted activities.

• Rebranding activities (logo restyling, BTL, catalogs, and merchandising)
• Overhaul of the company website, also incorporating AI tools
• Optimization of the company’s main communication tools (including Social Media Optimization)
• Creation of Editorial Plans for social media channels
• Implementation of solutions devised by AccessiWay, fully automated and powered by artificial intelligence, to make the website completely accessible to people with disabilities

Results

Thanks to the application of advanced SEO techniques (AI for SEO) and the marketing and communication strategies adopted, significant achievements were made in organic search. The press office, media relations, and social media management (organic only) activities delivered the expected results. In fact, over the course of 5 months, on Facebook we achieved the following results:

• 209.133 views +821,7%
• 8.177 interactions  + 1.875,1%
• 114% increase in engagement rate

On Instagram, we recorded:

• 58.174  views +151%
• 1.533 interactions  + 80%

Watch interview with Silvia Dalla Valle (Marketing and Sales Director of Stone Italiana S.p.A) – October 2022 [ post on SynBlog].

The solution

The activities carried out focused on optimizing and monitoring the main digital communication channels of Immaginazione e Lavoro: from SEO optimization of website content to the implementation of 301 redirects. Regarding monitoring, the user experience of the site was analyzed (with Google Analytics) to identify areas for improvement.

Content from the client was adapted and disseminated (depending on geographic areas of interest), and editorial plans were created for social media channels (Instagram, LinkedIn, and Facebook) aligned with the brand’s strategy and values.

Synesthesia also took care of internal staff training through on-the-job training to make the client autonomous in managing social media channels. Finally, we managed Google Ads campaigns to promote Open Days and training courses.

Results (After 6 Months)

• 76.83% increase in traffic from social media
• Nearly 6,000 users per quarter directed to Open Day pages
• Reached the top three positions on Google for 15 relevant and topic-specific keywords
• Over 26,000 visitors to the website in 3 months
• 14% increase in organic traffic
• Organic growth of 72% for the number of followers on Instagram and 10% on Facebook

The solution

To achieve the client’s objectives, the following activities were designed and developed:

• Press office and media relations
• Communication strategies
• Identification of Below The Line (BTL) materials and strategic construction
• Management of two corporate social media channels (Facebook and LinkedIn) and advertising campaigns
• Writing texts for periodic newsletters and website news
• Organic and sponsored communication
• Communication consultancy with the marketing, sales, and management teams
• Website development
• Implementation of management software for lead management

Results

The work resulted in significant achievements in terms of external relations and brand positioning as a leader in the sector and relevant geographical area.

• 1,430 followers on LinkedIn, with an organic increase of 67% from September 2020 to September 2021
• 42,122 organic views (+81%)
• 2,228 total organic interactions (+74%)

The solution

Synesthesia was involved in creating an innovative mobile app designed to accompany consumers through the Green Pea experience, offering simplicity and usability. The app is considered a key element of the project’s communication strategy and digital environment.

App was released at the launch of the project for both Apple and Google mobile stores and is omnichannel in nature.

The app serves as a connection point between the physical store and the community built around the new brand. This community will play a key role in the brand’s revolution and will participate in various initiatives offered in collaboration with partners like A-World and Short Édition.

Results

The Green Pea app integrates the technology of A-World, the innovative Italian startup selected by the United Nations to promote the sustainable development goals.

It is also integrated with Short Édition: automatic dispensers of mini-stories in both Italian and English. Through this technological mechanism, users can explore narratives about the thoughts of great Greek philosophers, original texts on Green topics curated by the Holden School, as well as reflections from GP members and partners. Through the app, all GP members can submit their writings, which will become part of this shared narrative project and be distributed to visitors.

The solution

In the second phase, we enhanced communication by utilizing new channels such as digital videos, print media, native advertising, and television.

Results

• Over 450,000 visitors on the blog within 2 years
• Top three positions on Google for 42 relevant and topic-related keywords
• Over 30,000 fans and 2% engagement on the Facebook page
• €0.09 cost per click (CPC) for campaigns
• More than 500,000 copies distributed nationwide through periodicals and print magazines