Here my Strategy for Consorzio Gorgonzola Dop.

•Strategy: Elisa Malizia •Copywriting: Elisa Malizia •Concept: Elisa Malizia •Visual: courtesy of the respective agency

  • Brief: a specific ped for Instagram.

  • Purpose: Attempting to engage the millennial audience, which was increasingly less active on Facebook, and gain a new segment of Gorgonzola buyers and enthusiasts.

  • Target: Millennials.

  • ADV: there was a monthly ad strategy managed by a media center.

We started with some main topics:

In 2020, an Instagram strategy was developed for Consorzio Gorgonzola Dop. Until then, posts had been mirrored across platforms, but given the significant difference in target audiences, the editorial plan was diversified. The distinctive aesthetic of such a unique product became the cornerstone of a content strategy built around a chicfood mood. This approach was reinforced by storytelling that connected monthly posts and stories into a coherent narrative. Additionally, materials specifically shot for social media were integrated into the 2020 commercial productions, with my continuous creative and strategic involvement.

INFORMATION

  • "Gorgonzola is made like this": explanation of all the stages of Gorgonzola production.

  • "Gorgonzola Cities": a journey through the cities and territories where Gorgonzola is produced.

  • Pairings: how to enhance Gorgonzola with seasonal products and their properties.

  • Nutri-fact: everything you need to know about the organoleptic properties of Gorgonzola

INSPIRATIONAL & PRODUCT

  • Beautiful Photos: Gorgonzola is visually stunning, and we wanted to highlight it.

  • Fridge Clear-Out: quick recipes with reusable ingredients.

  • User Reposts: content taken from posts and stories of users tagging @gorgonzoladop.

  • Video Recipes: engaging video recipes featuring Gorgonzola.

  • Spreadables: a unique, simple, and tasty moment.

  • Gorgo-snacks: cozy couch evenings with a TV series and a snack beyond the usual chips (generating awareness via stories).

  • Spot Highlights: a successful editorial product brought onto social media to associate the same positive emotions online.

ENTERTAINMENT

  • Holidays & World Days.

  • Gorgonzola’s Words: the key terms that made Gorgonzola famous.

  • Gorgonzola’s Kitchens: a cross-over column between food and interior design.

  • Food Blogger Tutorials: tips on how to capture the best food photographs.

  • Strange but Gorgo (curiosities): everything that sparks engagement and interest around Gorgonzola.

In this section, even more than in the others, user interaction was encouraged through the use of story tools.