Talenti Gelato e Sorbetto and RF Binder executed a complete overhaul of the brand’s Facebook page, earning triple-digit improvements in new likes, active users and post feedback. Photo courtesy of RF Binder
Company: Talenti Gelato e Sorbetto
Agency: RF Binder
Timeframe: March 2011 - Present
In his 2001 book, The Feast of Love, American author Charles Baxter wrote, “Forget art. Put your trust in ice cream.” One can only wonder what Baxter would have written if Talenti Gelato e Sorbetto was around then. A hormone-free milk and pure cane sugar dessert with 30% less fat than regular ice cream, Talenti is a top-selling gelato brand in the U.S.
However, in March 2011, the company recognized it had a limited audience on its Facebook page, and set out to increase brand awareness and create a more engaged community. Talenti enlisted PR agency RF Binder to develop and execute a strategic Facebook overhaul.
BRAND CONSISTENCY AND TEXTURE
RF Binder’s research showed that Talenti lacked fan engagement when compared to other leading gelato/ice cream brands on Facebook, namely Ciao Bella, Häagen-Dazs and Ben & Jerry’s. Talenti’s lack of growth and engagement was attributed to a shortage of consistent and unique brand activity. In late April 2011, a combined five-person team from RF Binder and Talenti set out to make a dramatic change within a three-month period.
At that time Talenti had only 4,000 Facebook fans, but Nada Arnot, chief digital officer at RF Binder, says the team recognized the potential for growth.
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