China Digital Roadmap
Frescobaldi exploits the trend of online sales and focuses on e-commerce by introducing itself to the Chinese market on WeChat, the Tencent-owned platform. The brand invests in the China Digital Roadmap project, successfully completed with the opening of the Official Account and supported by leading experts in the field, including Digital Retex and Bizup Consulting.
The approach to the Chinese market cannot ignore the study of the cultural and market scenario as rich in opportunities as in complexities. Retex developed a strategy aimed at defining the positioning of the brand and increasing its visibility through:
- the creation of an engaging storytelling suitable for Chinese consumers;
- the planning of targeted advertising campaigns aimed at increasing engagement and the follower base;
- the constant monitoring of activities and results, ensuring the improvement of performance.