Category
Development, Marketing, Graphics
Customer
Habitat Italia
Area
Arredamento
Habitat is an international furniture brand that creates trends and comfortable environments, aiming to bring a touch of modernity to the world of furniture and interior design.
AC Consulting was responsible for launching the project in the Italian market, with a five-year strategy that involved us in all phases of brand construction and online promotion.
Starting with a usability study (UX) and following the model requested by the French parent website, we developed the new e-commerce site, structuring the purchase, promotion, and implementation of the product catalog.
The graphic design and development teams worked in synergy with the marketing department to structure an effective, user-friendly, and conversion-optimized flow.
Our marketing and content management teams structured a positioning strategy based on an analysis of the foreign market and both major national and international competitors.
We developed a media strategy planned on different phases to achieve the triple objectives of increasing brand awareness nationwide, driving traffic to physical stores, and increasing conversions in the e-commerce environment.
We started with promoting social media profiles to audiences with interests near to the brand, then we applied retargeting strategies to encourage users to make online purchases.
We adopted Search engines (Google ads) for both ongoing campaigns to support e-commerce and for special initiatives to support sales events.
Additionally, to increase brand awareness in specific Italian locations, such as Lazio and Piedmont, we utilized Native Advertising, which combines images and text on digital properties with content related to the brand.
The daily performance monitoring has been translated into a detailed reporting tool that summarized the main KPIs for both paid and earned media.
We built the brand’s visual identity on the Italian online market, working to give Habitat Italia a strong personality that, while respecting international guidelines, had its own unique radiance.
