De’Longhi Social Media Strategy & UGC Overhaul

The Brief

De’Longhi knew they needed to do something on social, but didn’t know what. From mis-matched, unownable creative, to not being clear what the brand wanted to use social for, it was clear that De’Longhi was in need of a robust social media strategy, with a content overhaul to support that change in direction. After a competitor and general platform audit, it was clear that to target a younger 30s audience and stand-out against the noise, we needed clearly defined content streams that talk to consumer pain points, reasons-to-believe, and aspirational living. After all, a cup of coffee can really make (or break) your mornings!

The Strategy

To give the brand clear direction, I constructed four core content and communication streams for social, which helped to show what we do, what’s in it for potential customers and the aspirational Italian lifestyle that De’Longhi can own and stand-out from the crowd. These broke down as:

  • For the love of coffee: Whether you’re into an espresso shot after a morning run or prefer a relaxed flat white before tackling some DIY, we’ve got you. Finally, there’s a coffee brand that speaks directly to you, reminding you of those lovely little moments in your day where a coffee at-home really hits the spot.

  • What’s in it for brew: From dialling in to extraction, how are you meant to know what coffee machine is right for you? Well, we cut through the jargon and tell you straight why our products deserve your kitchen counter space.

  • Drops of inspiration: This is where we spill the beans on how to get the very best out of your machine, from those that know them best. Whether you want to become a pro at latte art, or make the trending coffee brew at home, we’re here with relevant, accessible and easy tips and tricks.

  • Perfetto Italia: A stream that truly celebrates our Italian heritage. This is where we can romanticise slow Sunday breakfasts on a sun-drenched balcony, the exuberant yet precious family get-togethers and the soaking up art, culture and architecture. At the heart of this all? World class coffee.

The Execution

I produced a shoot day where we could execute a variety of assets to start bringing our content streams to life. These would be used across Instagram and TikTok. From native-style unboxing videos to the conceptualisation of the ‘Dolce Far Niente’/The sweetness of doing nothing, I concepted, storyboarded and art directed each asset, to ensure consistency, ownability and platform-relevant assets that still felt premium but with a little Italian flare!