Living
Luxury Living Group
Luxury e lifestyle
Internationalization | China | Brand Strategy | Social media strategy
LLG is an Italian manufacturer of luxury home furnishings. It produces under license from major brands such as Versace, Dolce&Gabbana, Trussardi and, at the time, also Fendi. LLG needed to design and manage its web and social communication in China while maintaining control from Italy. They therefore turned to Pleiadi | Yixing, which, through its offices in Italy and China, could ensure both experience and management from Italy and qualified operations in China.
After a first phase of analysis, we proposed the best digital mix to meet the demand of the highest segment of the furniture market in that area and communicate to the target audience: architects, accustomed to dealing with a sophisticated clientele, mainly female, used to the world of fashion and looking for elegant and refined products.
We then designed, created, and managed the official accounts on WeChat (aimed at awareness and positioning) and Weibo (aimed at cultivating dialogue with the target audience).
The next step was to define the stylistic guidelines for posts, graphic layout, and architecture of the two accounts. Once these were defined and shared, along with the editorial calendar and agreements with KOLs, we began publishing.
