Relaxsan
Client
Relaxsan
Year
Dal 2021
Category
Brand Identity
Marketing Strategy
Social
Introduction
“Fantastic company, great products but above all impeccable service, from order to delivery,” is the testimony of one of Relaxsan’s more than 4,000 satisfied customers.
For more than 30 years, Calze GT has been providing its customers with health and body wellness through the production of more than 200 Relaxsan-branded products, including orthopedic garments, medical stockings and technical sportswear.
Attention to customer needs and natural, Made in Italy and quality materials are the pillars of Relaxsan’s brand philosophy, which has made the brand achieve international success, in more than 65 countries around the world.
Over the years, Relaxsan products have obtained numerous certifications, such as the CE mark, and have been recognized as certified medical devices.
Requirement
Relaxsan was not only trying to maintain a consistent online presence and redefine its visual identity.
The main goal was to change the perception of graduated compression products, from solutions for the elderly or people with circulatory problems, to fashionable garments, also suitable for sportsmen and young people who care about their well-being.
In parallel, the brand wanted to become a benchmark in the industry, attracting new customers and increasing e-commerce visibility.
Results
✔️ New users. We used social channels to bring new users into contact with the brand and e-commerce.
✔️ New target audience. We conducted numerous tests and quizzes that allowed us to engage new people, thus expanding our audience.
✔️ Community expansion. +450% in Impression on Instagram and followers almost tripled.
Social Media Management
+21.000
followers since the beginning of our collaboration
Marketing Strategy
+87%
ROAS (YoY) social campaigns
How we did it
Renewing the online presence
We defined the new look of Relaxsan, starting with the tone of voice: a user-friendly communication, closer to people’s needs and able to raise awareness and clarify doubts related to the topic of graduated compression. In addition to this, we worked on a more modern visual than in the past, designed to attract a younger audience.
The marketing strategy
The initial goal was to use social channels to bring new users into the acquisition funnel, testing different initiatives to reach people outside our usual user base.
Among the strategies adopted:
- Inluencer Marketing Campaign: We engaged influencers and content creators from different sectors-from fitness to wellness, from travel to fashion and lifestyle-creating collaborations capable of lending credibility to the brand and making Relaxsan products desirable even to a younger, wellness-conscious audience.
- Acquisition funnel based on an interactive quiz: Through social and sponsored campaigns, we promoted a quiz that allowed us to intercept new audience segments, identifying potential customers who were interested in the benefits of graduated compression, but so far unaware of its applications.
- Video storytelling with faces of the company: We humanized the brand by introducing Relaxsan’s representative in a series of social videos, in which complex issues related to graduated compression are addressed in a light and engaging way.
- Videoshooting: We created a shooting specifically designed with a social perspective to attract the attention of a young audience and expand Relaxsan’s visibility.
This multichannel strategy allowed us not only to increase brand visibility, but also to change the perception of Relaxsan products, positioning them as innovative solutions in the fitness and lifestyle world.
This allowed us to broaden the target audience, reaching a new and wider audience.
