Social Strategy

Seggiano’s social media had fallen into the same trap as many heritage brands: visually appealing, but lacking the storytelling depth audiences crave. Engagement had plateaued because content focused on products instead of the rich provenance behind them — a gap we seized as an opportunity to lead with authenticity. 

We took a provenance-driven storytelling approach on Instagram & TikTok, positioning Seggiano as Italy's top food curator and showcasing the craftsmanship behind their products and the people behind them. We started by defining key content pillars to bring Seggiano’s brand to life and shift it to a social-first brand. We focused on creating Reels to establish category authority and tell Seggiano’s story by highlighting its core pillars–People, Place, and Process. Our goal was to turn Seggiano’s feed into a guide across the nuances of Italian culture and cuisine.

Seggiano’s social media had fallen into the same trap as many heritage brands: visually appealing, but lacking the storytelling depth audiences crave. Engagement had plateaued because content focused on products instead of the rich provenance behind them — a gap we seized as an opportunity to lead with authenticity. 

Our research revealed a critical gap in the baby care market: while millennial parents increasingly turned to social media to find educational content and trusted expert recommendations, most brands continued to push transactional, self-promotional messaging. We exposed this disconnect and positioned Pura as the trusted, community-driven ally American parents were actively seeking.

With these insights, we adopted an inclusive approach to influence. We defined content pillars that reflected Pura’s playful personality, partnered with parent influencers who shared Pura's values to increase credibility, formed alliances with like-minded brands to tap into tight-knit communities, and developed a best-in-class community management strategy to drive engagement and loyalty.

Our research revealed a critical gap in the baby care market: while millennial parents increasingly turned to social media to find educational content and trusted expert recommendations, most brands continued to push transactional, self-promotional messaging. We exposed this disconnect and positioned Pura as the trusted, community-driven ally American parents were actively seeking.

The ready-to-eat meal market was crowded with brands shouting health claims — but few were meeting the evolving social expectations of 'everyday athletes.' Fresh N’ Lean’s challenge wasn’t just product awareness; it was a social disconnect. We uncovered an opportunity to transform them into a social-first brand that fueled aspiration and authenticity.

In our social media campaigns, we positioned Fresh N’ Lean as the solution for diet-driven lifestyles by spotlighting their tailored meal plans. Partnering with pro athletes and using UGC, we tied the brand to high-performance living. We showcased diverse athletic body types, delivered exclusive behind-the-scenes content & created engaging Stories with athlete sponsors. Plus, we launched their first community advocate program.

The ready-to-eat meal market was crowded with brands shouting health claims — but few were meeting the evolving social expectations of 'everyday athletes.' Fresh N’ Lean’s challenge wasn’t just product awareness; it was a social disconnect. We uncovered an opportunity to transform them into a social-first brand that fueled aspiration and authenticity.