Galbani - The Martin Group

Challenge

Italy’s favorite cheese brand, Galbani Cheese, approached The Martin Group
seeking help to grow their U.S. social media presence. Galbani was struggling to develop a cohesive strategy that highlighted their products and recipes and aimed to attract, engage, and increase fans on Facebook, Instagram, and Pinterest.

Solution

Over a nine-year partnership, we regularly develop monthly content calendars that cover all three platforms, and also include a paid monthly budget to generate audience growth, web traffic, video views, and engagement. To diversify the organic content and encourage more engagement, we have also increased the usage of user-generated and influencer content. Focusing on their priority audience of married, working mothers with kids in the household, we have positioned their content to be adding value and creating inspiration.

Finding influencers whose content fits the Galbani brand and whose audiences match our target, we have diversified their content and helped make it feel more authentic and approachable. Leaning on our foodservice experience, we have also concepted and executed several creative campaigns to promote Galbani’s extensive product portfolio through in-store marketing, targeted couponing, and traditional advertising, including some nimble at-home photo shoots during the COVID-19 pandemic. Evolving to more of a seasonal strategy, we regularly concept around their unique product pushes for summer (fresh mozzarella) and holiday (ricotta), as well as content that helps during back-to-school time in the fall.

Results

Our holistic approach has succeeded in expanding their following (25% growth on Instagram last year), driving users to their website (340% increase in link clicks), boosting engagement on their channels (up almost 400% year over year), and leveraging existing videos (315M impressions last year) to their ideal audiences.