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Homi

Special Edition

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STORYTELLING SOCIAL MEDIA STRATEGY

HOMI special edition is the home decor and lifestyle fair based at Fieramilano Rho, a stage where designers and home ateliers create business opportunities and visibility on a national and international level.


THE STRATEGY

The objective was to build a strategy to increase organic traffic on the social channels of the HOMI special edition fair, using an editorial plan mainly aimed at building brand reputation. We wanted to improve the fair's perception in the home decor and interior design world and position the brand at the top of the list on all social media platforms, internationally. The show's target audience is purely B2B: conversion and lead generation strategies towards the buyer and exhibitor segment were most important. The entire strategy was then divided into several phases, each with specific communication objectives, traffic KPIs and coverage. The communication had to gradually bring users towards the fair, first informing and intriguing them, then converting them towards the proposed content.

“Our house in recent years has transformed into something more: from a simple living space, it has adapted by remodelling its spaces for work, study and play. The focus on the flexible home has been at the centre of the thoughts of designers and consumers; conscious consumers are looking for colour, comfort and memories.” HOMI was all of this, and our communication on social media mirrored a tradeshow full of innovative designs, which is a source of inspiration for buyers worldwide.