Molteni&C

Molteni&C-Dada, gets established in China with WeChat.

Molteni&C belongs to the homonymous industrial group, which includes three companies operating in the furniture sector: Unifor S.p.A., Dada S.p.A. and Citterio S.p.A.
The Molteni Group operates in over eighty countries throughout the world. Molteni&C-Dada said it needed to consolidate and develop its strategy in China and was aiming to add a digital presence to its traditional commercial presence: the company currently has 8 stores. The main objectives of the digital strategic project are to exploit the official channel for the brand in order to increase brand-awareness with the opportunity of diffusing corporate news and information.

Project

During the first edition of the Shanghai Salone del Mobile, one of most important events in the sector, we helped our customer launch its Official WeChat Account and push message plan. The analysis of the data and behaviour of the followers led to a restyling phase.

 

RESULTS

A few months after the launch of the OA, it has become a benchmark in the WeChat eco-system for the type and quality of its contents and for the followers it has acquired. Today, the company exploits all the touchpoints with Chinese consumers, from trade fairs to the QR-codes in the store and to the sales support material.

Creation of Official Account WeChat

The creation of an Official Account on the platform includes the management of the bureaucratic procedures, support in identifying the contents, tone of voice, graphics and structure.


ADV CAMPAIGN to identify the editorial plan for the WeChat channel.


CONSULTANCY helps in identifying the channels to use, the marketing strategies and initiatives to promote (e.g. QR code at trade fairs or sales support materials).